Roll the credits for results.
When everyone on your team has access to the more tactical insights, they’re empowered to act immediately. This results in higher content velocity, more relevant customer experiences, and increased ROI. That’s because they can respond quickly to customer expectations and address anomalies and trends that relate directly to sales and revenue.
Just ask appliance seller hhgregg. As they began digging deeper into audience segments and looked more granularly at customer behaviors and preferences, they noticed significant customer drop-off rates when products were out of stock or unavailable. They saw that when this happened, customers converted 52 percent less frequently, driving a 46 percent loss in revenue per product page view. Using real-time reporting that organized findings in more meaningful ways, they were able to proactively identify issues and opportunities within online and offline operations. This led them to optimize the fulfillment rules — and the user experience — by ensuring that only items in stock were served up to customers. This one move reduced the conversion drop off by 40 percent.
The more citizen analysts you have taking action, the more results you’ll start seeing. And because you won’t be depending on your data science teams to do all the work, you’ll free them up to have a more strategic influence on your business.
In the end, it’s about creating great customer experiences. When you invest in AI and citizen data analytics, you’ll have the tools and the team to not just act on your insights, but to connect them to great customer experiences. So you can achieve blockbuster results.