Customer Analytics And Why Companies Must Be Careful Not To Go Too Far

We talk to Kuntal Goradia, Customer Experience & Digital Analytics, PayPal


Kuntal is the Customer Experience & Digital Analytics Director at PayPal. She specializes in providing enterprise-level web analytics, data insights, and customer experience management consulting services — engaging with the organization and CMO to determine how best to evolve the marketing function. This approach reinforces process improvements and structure to support the vision that is developed. Her skills include fostering organizational development that better ensures that the marketing organization both adapts and innovates to address new technologies, products and/or markets.

We sat down with her ahead of her presentation at the Customer Analytics Innovation Summit, taking place this June 16-17. 

How did you get started in customer analytics?

I started as an analyst right out of college and have never looked back! I love using data for building and improving products, features, and customer experiences.

Are there any particular developments that will make it more challenging for analysts to derive insight from data?

Ever reducing hardware costs and abundant access to open source software have created an explosion in the amount of data. On top of that, mobile, IoT, and connected devices provide access to kinds of information that we have never seen before. And along with all of this comes the complexity of managing and processing unstructured information, which makes the job of analysts ever more difficult.

Many people think deep customer analytics is unethical, should companies be allowed to know so much about a customer's habits and browsing journey. Where do you think the boundaries are?

Customer analytics industry is empowered with rich information about not only their browsing journey but also their habits, including what places they visit, where they like to eat, where they shop, how much walking/running they do per day, how many hours they sleep per day, who we hang out with….. so many of us use Yelp, Open table, Uber, Lyft, Amazon, Fitbit, Apple Watch, and Facebook, and we can't imagine our lives without a smart phone. Most of these companies use data to create and improve the products that are now an integral part of our lives. But with the power comes responsibility and unfortunately some companies exploit it. Our governing laws are not keeping up with the speed of innovation. As a consumer, we must take precautionary steps on what we share online and as business leaders, we need to keep pushing the regulations that protect the consumers.

Customer Analytics is no longer a nice to have, but a necessity. What do you see as being a game changer for customer analytics over the next year? Where can you see the technology going?

IoT, connected devices, and connected cars will enable consumers to consume information at an unprecedented speed. Consumers are also expecting more relevant content - they want to spend less time finding and more time consuming. Tools that provide agility in testing new features/ideas, personalization, and testing products that integrate deeply with content and application platforms, as well as tools that can collect information in-context from within the product vs. randomly surveys, are just some of the technologies set to influence the field of customer analytics.

What will you be discussing in your presentation?

I’ll discuss my learnings in customer and behavior analytics industry, as well as methodologies around product optimization using data, and how we prioritize the opportunities.

You can hear more from Kuntal at the Customer Analytics Innovation Summit, taking place in Chicago this June 16-17. Register today here.

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