How to leverage funnel analytics to streamline data team efforts
Constantly improving the performance on your data marketplace is vital to engage and convert users and to increase data consumption. Adopting the same funnel analytics techniques deployed on e-commerce websites delivers the insights needed to optimize performance and meet user needs.
E-commerce marketplaces track the entire user journey, from initial engagement all the way through to conversion and beyond. The teams running them are focused on continually improving the customer journey so that it meets user needs and encourages engagement and conversion. The same principle applies to data marketplaces – they need to be continually improved and personalized to meet the specific needs of different visitor groups, delivering a tailored experience that optimizes performance and drives data consumption.
Analyzing the conversion funnel by tracking and understanding the customer journey using funnel analytics is crucial, so that data teams focus on improving the right areas. The Opendatasoft platform includes advanced funnel analytics and data lineage capabilities to help data teams streamline their work and deliver consistent conversions, through five key approaches:
1. Personalize the experience and conversion funnel
Data marketplaces have multiple types of users, each with their own specific requirements. For example, a technical user will have a strong idea of the data they need and be happy to access it directly through a data catalog, whereas a business employee or external user from another organization is likely to be much less confident and require greater signposting to build trust and drive conversions. That means that the user experience on many data marketplaces will require multiple conversion funnels, each personalized to the needs of a specific audience.
Opendatasoft provides complete flexibility over both the user interface design and the conversion funnel. Data presentation pages and visualizations such as dashboards aimed at specific audiences can be easily created and tested, while companies can provide access to data by theme or audience. Drag and drop functionality and tailored calls to action make it possible to build different conversion funnels for every audience.
2. Analyze the end-to-end journey to reduce abandonment
The customer journey is continually evolving, particularly as needs change or new data is added. Understanding, reacting and optimizing the conversion funnel is therefore vital. Opendatasoft provides you with the analytics tools to monitor and analyze your specified conversion funnels and highlight any areas where engagement falls or conversions fail. Thanks to this insight you can spot pain points and barriers where user progress stalls, and then respond by testing and deploying improvements that help overcome challenges for users. By analyzing user behavior within interactions and optimizing the experience you maximize usage and increase data consumption.
3. Understand key data assets to provide focus
Data marketplaces are comprehensive, containing a wide range of data assets, from data products and visualizations to raw, tabular data. Understanding which data assets are most popular helps data teams to maximize efficiency by focusing their efforts on supporting and improving data that is most used and delivers greatest business value. Funnel analytics highlights the most popular data, helping to prioritize workloads and delivering recommendations on the areas where further data assets could be created and introduced.
Opendatasoft’s data lineage features also enable data teams to map and track the journey of their data. It models the dataset journey from its creation to final destination, providing information on its origin and its different reuses, both internally on the data marketplace and externally outside the organization. It maps dependencies between data assets, such as when they are combined or feed into a data product such as a dashboard. This helps prioritize which data is most important, helping to set SLAs and prioritize workloads.
4. Better understand users and their needs
How are users responding to your data marketplace? Are they converting, and which data assets are most popular with specific audiences? Answering these questions is vital to optimizing performance and driving data consumption across the business and by external stakeholders.
Opendatasoft’s performance tracking tools and dashboards enable you to track user journeys and engagement for specific groups, capturing and analyzing their behavior, enabling you to make changes and optimize the experience to increase conversion. Data marketplaces will only deliver if they meet user needs, and Opendatasoft’s funnel analytics provides deep insights into what drives engagement and conversion across all user groups, maximizing consumption and value.
5. Integrate with your wider toolstack
Over time e-commerce sites and teams have built a strong understanding of how to track and optimize conversion funnels for their consumers. As part of this a wide range of tools have been introduced, such as Google Analytics, designed specifically to help teams to manage conversion and customer journey analytics.
Opendatasoft enables teams to use these familiar tools through direct, seamless connections from the data marketplace to the likes of Google Analytics, Matomo, SmartTag and XiTi by AT Internet. Delivering analytics data directly into tools that are already part of existing workflows maximizes productivity and efficiency, while ensuring compliance.
Find out more about how Opendatasoft can help you optimize your conversion funnel of your data marketplace by contacting our experts.
Anne-Claire Bellec has more than 15 years of experience in marketing strategy. She has previously held roles as Chief Marketing Officer and Director of Communication within both agencies and SaaS companies specializing in data and digital solutions.
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