Photo by Bill Oxford on Unsplash
During the customer journey, we often fail to collect information that helps us giving that user a better experience. Sometimes we do receive the information but fail to connect the data to make good use of it. To ensure the best customer journey and user experience (and thus drive sales and conversions), we need to unify all possible data.
To succeed in today's challenging and competitive environment, marketers must break down the silos across departments, teams, and channels to consolidate data and see a unified view of the customer. By bringing data together, businesses are better able to understand and respond to their customer needs — and that leads to growth.
But bringing all this information together can be challenging. So approach it as an iterative process. You can start small, by connecting your web and app analytics and your customer relationship management technology. Think about all the other ways people engage with your business — email campaigns, billing systems, and loyalty programs. Next, look into relevant external data, such as the strong audience signals you can get from search intent or videos viewed. Gather all this data into one place, and you're in a dominant position to find rich and valuable insights about your customers.
Once data is structured around the customer, the next step is to measure and analyze the full journey. That's the beauty of having a data strategy — you can accurately measure marketing's impact on the business, not just your campaigns. And it gives all teams the same business-critical metrics to work toward.
When it comes to choosing an analytics solution for your business, there are two things to keep in mind. First, you need a tool that allows you to analyze various customer journeys, channels, content, and campaigns.
With a means of attributing success to specific marketing touchpoints, your marketing will be more effective. Second, you need attribution modeling to see how media works together, and which channels have the most impact. With a means of attributing success to specific marketing touchpoints, your marketing will be more effective. Plus, you'll see which audiences are most valuable, and which creative works best with them.
Finally, look to connect insights to your platforms so you can create and deliver dynamic consumer experiences. Using customer insights, you can build rich audience segments. Working with new technologies like machine learning provides the opportunity to create personalized experiences for these segments.
This media strategy allows you to use intelligence at every step of the customer journey. With this kind of advanced process, you can reach customers across new placements and media touchpoints.
Many brands still have their data siloed. They're not able to gain rich customer insights, measure across the journey, or create engaging experiences. Not only are they losing customers, they're also wasting marketing dollars and falling short of business goals.
But it doesn't have to be like this. Taking steps toward data unification will help you apply customer insights across your business. Having a unified view of your customer will allow you to reach them with useful experiences, and ultimately be the champion for real long-term business growth.
By creating engaging experiences that fit different steps along the customer journey, we gather data about the customer. By enriching that data and keeping it up to date, we get to know our customers better.
It is hard to combine this data-driven approach with the current privacy laws, but we think it is possible to respect someone's privacy while collecting data.