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Analytics is the discovery and communication of meaningful patterns in data.
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TrafficAs expected, the Christmas downtime resulted in a notable decrease in traffic to the website for both B&C and our Retail counterparts. Though the overall trend was down, Online Banking saw a small uplift as customers simply shifted their activity earlier in the month. Additionally, customers turned to self-serve channels over Christmas when our branches were closed, constrained by bank holidays as we are. The world is increasingly turning to digital alternatives to traditional face-to-face transactions, as evidenced by the increasing popularity of mobile banking, for example. Sales & MarketingGiven the strong performance of Online Banking activity, the overall decrease in visit volumes must mean bad news for our more sales-oriented traffic, to which we attribute the net traffic reduction. Traditionally high-quality marketing traffic from aggregators and affiliates has experienced decreases of up to 40% due to an intentional curbing of bidding activity, timed to cover the Christmas period–however, it would appear dangerous to reduce focus on these channels over December. The table below shows borrowing leads from natural (unpaid) sources only fell by 2.2% compared to 28% for paid campaign traffic, indicating that stopping campaigns over Christmas is not a clear-cut, black or white issue. The figures suggest that we can be less conservative in adjusting for shocks such as bank holidays and Christmas, as the general appetite for borrowing products appears largely unchanged.
The marketing channel mix has altered significantly in the last 2 months - traditionally we have seen most traffic from PPC, but this month Display beat it with nearly 70k clicks, as activity is ramped up. However, as the below table indicates, Display traffic's impressive volumes almost never convert directly to leads or sales, with the majority of traffic exiting on the campaign landing page. Although Display activity does also offer the less tangible benefit of increasing general brand awareness (even for those who do not click the ads), given the high cost (>£500 CPA) we should consider whether this activity is driving value for money.
Mobile Despite the festive period, mobile apps continued their upward trend in monthly visits, with an increase of 2.1%. If Santa brought you a shiny new phone or tablet for Christmas you are not alone - mobile technology appears to have been high on our customers' Christmas lists this year, with iPad usage in particular increasing from 5.1% to 6.2% in the week following Christmas.
TrafficAs expected, the Christmas downtime resulted in a notable decrease in traffic to the website for both B&C and our Retail counterparts. Though the overall trend was down, Online Banking saw a small uplift as customers simply shifted their activity earlier in the month. Additionally, customers turned to self-serve channels over Christmas when our branches were closed, constrained by bank holidays as we are. The world is increasingly turning to digital alternatives to traditional face-to-face transactions, as evidenced by the increasing popularity of mobile banking, for example. Sales & MarketingGiven the strong performance of Online Banking activity, the overall decrease in visit volumes must mean bad news for our more sales-oriented traffic, to which we attribute the net traffic reduction. Traditionally high-quality marketing traffic from aggregators and affiliates has experienced decreases of up to 40% due to an intentional curbing of bidding activity, timed to cover the Christmas period - however, it would appear dangerous to reduce focus on these channels over December. The table below shows borrowing leads from natural (unpaid) sources only fell by 2.2% compared to 28% for paid campaign traffic, indicating that stopping campaigns over Christmas is not a clear-cut, black or white issue. The figures suggest that we can be less conservative in adjusting for shocks such as bank holidays and Christmas, as the general appetite for borrowing products appears largely unchanged.
The marketing channel mix has altered significantly in the last 2 months - traditionally we have seen most traffic from PPC, but this month Display beat it with nearly 70k clicks, as activity is ramped up. However, as the below table indicates, Display traffic's impressive volumes almost never convert directly to leads or sales, with the majority of traffic exiting on the campaign landing page. Although Display activity does also offer the less tangible benefit of increasing general brand awareness (even for those who do not click the ads), given the high cost (>£500 CPA) we should consider whether this activity is driving value for money.
Mobile Despite the festive period, mobile apps continued their upward trend in monthly visits, with an increase of 2.1%. If Santa brought you a shiny new phone or tablet for Christmas you are not alone - mobile technology appears to have been high on our customers' Christmas lists this year, with iPad usage in particular increasing from 5.1% to 6.2% in the week following Christmas.
1. In-line Profiling: Surfaces distributional issues or quality problems as you work.
2. Sampling & Scalability: Enables real-time profiling and responsive wrangling that easily scales to many TB of data.
3. Structured Transformation Previews: Visualize the result of every transformation as you work. Reduced number of iterations.
4. Transformation Suggestions: Targeted suggestions based on prior behavior, metadata, and user interactions allow you to quickly transform your data…technical skills not required.
“The dashboard is transforming the way I run my business. It is improving the customer- centric approach in our chats and it is showing in the output that we now see” Akshay Vats - Head of Web Chat Operation (India)