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July 08., 2022·10m 20s

Gain Insights into Customer Behaviour without Shaking hands with Google

You no longer need to sell your soul to get valuable insights. Read more to find out how you can garner user data without violating privacy.
Levente Ludvig
Levente LudvigPRO
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Did you know that Google Analytics and its subsidiaries hold more than 70% market share in web analytics? This means more than half of the world's websites give Google access to their visitors’ browsing data.

And what do you think Google does with it? Besides providing website owners with valuable customer insights, this profit-driven company benefits by monetising the data. It looks like a free service, but in reality, Google cashes on your consumer data without charging you a penny.

For some companies, this is acceptable as long as they receive analytics free of cost. However, for those who value privacy, this is no Bueno. Moreover, with the emergence of data protection laws and their traction, many view consent differently in the context of data collection.

This has led to a huge OWW in the Google WOW factor. But, in digital times like these, a business cannot go on for long without analysing consumer data. To future proof, their bottom line’s business needs quality data and actionable insights.

So the question arises, what should marketers do to gain critical metrics without comprising privacy. Is there any other way to get insights on user behaviour, journey, interactions, experience, and conversions apart from Google analytics? The answer is yes! Let’s discuss how you can analyse without any vice!


Privacy is a Priority:

With digital privacy concerns coming to light more often, it is paramount that businesses take it seriously and protect their user data. In addition, as more governments pass stringent privacy laws, website owners must migrate towards tools that provide metrics without violating privacy.

Instead of relying on Google, which tends to mishandle confidential data, businesses should go for agencies that have privacy as a foundation. From campaign performance reports to insights on user demographics, metrics similar to Google Analytics can be collated without tracking personally identifiable data.

This can be done via tools that track aggregately and do not peek into individual browsing habits or IP address activity. Unlike Google, they ensure that web visitors' and clients’ info remains safe while simultaneously benefiting businesses!

Focusing on the Big Three:

You might think that not delving into personal data means less information. But on the contrary, you can get a lot of invaluable knowledge without jeopardising your customer's security. All you need to do is focus on these three big factors:

  1. Behavior
  2. Psychology
  3. Personal Preferences

The above three aspects can provide in-depth marketing insights without divulging personal information. Rest assured, if you collect only these analytics and combine it with other non-consumer data, you can get your hands on critical trends and information.

You will never feel the need to personally dissect your customer data if you work with these three consumer insights. Together, they are enough to develop a well-polished marketing strategy and can help you communicate more effectively and positively with your users.

Simply focusing on how your consumer behaves and tailoring your approach according to their preference can help you increase sales. Thanks to these three significant indicators, you can fulfil your user demands more efficiently, thereby steering your business in the right direction.

The correct way to approach consumer analytics by applying the big 3 is by first answering these questions:

  1. Who are the ideal customers of a business?
  2. What sort of behaviour do they have?
  3. And why do they behave like this?

After getting answers to the above question, you can create a user persona. Then you should move on to the next set of questions which include:

  1. What prompts users to buy your product?
  2. How does your product help them solve their problem?
  3. Which features do they prioritise?

Once the product-related questions are answered, move on to the final stage, which consists of

  1. How can you target your potential users
  2. Which campaigns will be more profitable
  3. What do you need to convert viewers into paying clients

Once you have garnered these insights without invading personal space, you can communicate directly with your buyer community. Reading into these valuable metrics will help you satisfy your users better, leading to higher ROI.

Before we dive deep into practical details of accumulating consumer data, let us first discuss what you should expect to come across!

Data is not all the same

If you have been running a business for a long, you will know that metrics come in two forms.

  • Quantitative: This data revolves around what, when, and who questions. It is collected in bulk using surveys, polls, and industry statistics. Typically it is in the form of numerical quantity, thus the name.

  • Qualitative: This research is more detailed and focuses on why and how queries. It is collected via close observation, one-on-one interviews, focus groups, etc. As a result, the answers generated are detailed and help understand your customers' motivation.

So to successfully analyse your user data to generate better results, you need both. The best bet is to experiment with an integrated approach, Create a healthy mix that contains qualitative and quantitative data that complement each other.

The 4 C’s

Another analytic approach you can use without compromising privacy is the 4C’s.

1. Content Personalisation:

This is all about catering to your customers according to them rather than how you wish to treat them. By studying their collective behaviour and psychology, you can understand their preferences and direct your marketing strategies accordingly.

Personalisation can be done in:

  • Social channels
  • Marketing campaigns
  • Calls to action
  • Sales and landing pages
  • Emails segmentation

2. Content Optimisation

After conducting personalisation, you cannot just let your content be. You need to optimise it as well to see whether your website content is performing as expected or not.

You can analyse what your visitors do when they surf your site. Metrics such as time-on-page, pages with the most traffic, converting content leads, and user journey will help you shape your strategy. They will also help in enhancing the overall user experience.

Once you have gathered the analytics, you can then apply them by:

  • Upgrading content so that it converts more
  • Crafting words that build authority
  • Showcasing products or services from the perspective of your customer
  • Refreshing and re-publishing content which has performed highly in the past

3. Customer Lifetime Value

Once you have tweaked your content, the next step is to calculate the lifetime value of your users. This can be done by identifying their characteristics.

By dividing customers into clear segments, you can attach an estimated value to them based on historical research. This value will give you a reason to push or pull resources.

Calculating lifetime value is crucial because it shows how much a customer will spend on your product over time.

Armed with that info, you will be able to cater to them better, and create an acquisition strategy that targets users with larger lifetime values.

4. Customer Retention

The last step is to retain customers, as a loyal clientele is crucial for expansion. The above 3 Cs, if applied well, can help you with this last one.

The more knowledge you can drive from user behaviour, the better you will be able to retain them. Just by listening and observing your customers, you can learn more about them and create ever-improving experiences.

Customer retention is the final application of analytics. By catering to customer wants as per the data collected, you can make customers come back for more. But, for that, you need to conduct practical behaviour analysis and apply it optimally.

Say No to Creepy Data Collection

Having discussed the methods to gain customer insights safely, let's discuss how you can carry them out practically. Finally, we are mentioning a powerful three-step formula by which you can say goodbye to creepy data collection:

1. Just ask

Sometimes the most straightforward methods are often under our noses. Similarly, when gaining insights, the simplest way to protect customer privacy is by asking them for info they can give willingly. You can do this through questionnaires, interviews, or surveys.

These information gateways have been the source of qualitative insights for decades. Due to technological advancements, it has become easier to carry them out. By using open-ended questions, you can now probe into your viewer’s purchasing habits and preferences.

However, many businesses still overlook and underestimate these asking and listening methods. But if you want data that's worthwhile, revive them. They not only help gain direct feedback, but if curated smartly, they can engage your site visitors. Your target audience hands over information themselves, so the privacy concern is mitigated.

2. User testing

Another method that can lead to fast, safe, and effective data collection is user-testing. This is the new gold standard for gaining insights as it happens in real-time. In addition, it leads to data-backed decision-making, thus reducing reliance on guesswork.

Moreover, A/B tests are becoming pretty common because they are user-generated and allow direct contact with the audience. They enable businesses to delve deeper into customer pain points and optimise their content and on-site elements accordingly.

Lastly, by conducting user tests, you can experiment with different versions of web copy and see what performs better. The instant feedback received can provide a keen look at what makes your users tick and help you improve constantly.

3. Passive collection

Gaining insights without harbouring privacy violations doesn't always require direct intervention. You can gain valuable behavioural analytics from the background as well.

By keeping an eye on how your customers interact with your product, site, or social media, — you can acquire a lot of information on their needs. Furthermore, you can capture these insights using compliant data analytics tools.

Unlike Google Analytics which is overwhelming and detracts, businesses can deploy other privacy-focused resources to paint an accurate picture. The resultant metrics and insight can guide them better while preserving moral and legal values.

Turn Research into Results

Saying goodbye to Google Analytics isn't enough. It's just the first step. Once you have collected insights through compliant streams, you must convert them into results.

To ensure that all the feedback and analysis gathered pays off, you must put your analysis into action. By following our B-approach, you can take all your upfront work and maximise its potential:

Buyer Personas

From all the data collected, first, build buyer personas. This can act as a reference manual and take your business a long way. Don’t get this step wrong; well-curated personas reflect your actual customers and light your way to success.

Build Database

Mismanaged data is useless. So whatever insights you gain, organise them first. Collating only arms you, but categorising is what helps you achieve the results. Make spreadsheets, highlight patterns, and filter feedback to ensure your data is understandable.

Branch the Audience

Once the database is set, you need to segment your users for a better connection. You can break them into individual categories based on their attributes. It makes more sense when the data compiled is branched into relevant categories.

Boost high-value pages

You can easily find your top-performing pages by glancing at the data accumulated. But the real deal is to double down on their success. To do so, use the insights of high-value pages and replicate them throughout the site to boost the user journey.

Blueprint Customer Journey

After gaining and organising all the data according to your privacy preferences, the next step is to map the customer journey. Getting this right is the crux of insight gained. It gives you a visual representation of the customer experience when dealing with your brand.

If you successfully blueprint user touch-points, you can optimise them to ensure that no potential client of your slips through the cracks. In addition, as this visual aid reflects the typical purchase process, it can help you pinpoint the various stages that need improvements.

Data-driven plus Privacy focused Game.

Kudos if you have made it this far. By now, you would know that you can merge data collection and privacy. You no longer have to rely on guesswork, nor do you have to sell your soul to Google to gain insights.
You can carry out creep-free analysis and make massive improvements to your business. The behaviour analysis techniques and practical applications mentioned above can upgrade your campaigns without uprooting your values. So use these privacy-focused tactics to craft a killer strategy that caters well to your users and brings them back for more.

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