Our Active Analytics Loops model delivers key insights along the four stages of the customer lifecycle.
Gravital's analytics model is based on Avinash Kaushik's four customer phases - SEE, THINK, DO and CARE, coupled with Dr. Dave Chaffey's R.A.C.E. Digital Marketing framework - REACH, ACT, CONVERT, and ENGAGE. We look at data from feedback along each customer journey stage using a model that we have named Lean Analytics Loops. You can read the full story here. We call this a 360-degree view, or end-to-end analytics.
To determine what's working at each stage, first we work with clients to make sure they are measuring what matters - their key business drivers with a proper tracking plan. For each stage of the customer journey, we use a minimal set of feedback loops tied to goals. By analyzing just a few key metrics at each stage, we can determine the value of the tactics being implemented by marketing and development teams. By testing and mesauring to see what tactics are working (or not) in a continuous process, we can determine how best to drive growth. This model serves as the basis for iterative experimentation, or what some call growth hacking.