During the customer journey we often fail to collect information that helps us ginving that user a beter experience. Sometimes we do collect 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 converiosn) we need to unify all possible data.
Step 1: Ditch the silos and consolidate your customer 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. Then think about all the other ways people engage with your business — email campaigns, billing systems, 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 powerful position to find rich and valuable insights about your customers.
Step 2: Measure and analyze across the full customer journey
Once data is structured around the customer, the next step is to measure and analyze across 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 be able to see which audiences are most valuable, and which creative works best with them.
Step 3: Create dynamic customer experiences
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.
Stay a step ahead of the competition
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 true long-term business growth.
Auditeers unifies data accross multiple channels ad actions
By creating engaging experiences that fit different steps along the customer journey, Auditeers gathers data about the customer along the way. By enriching that data and keeping it up to date we get to know out customers better. It is a hard task combining this data-driven approach with the current privacy laws but we think its is possible to repect someone's privacy and giving a good experience.