Every search, click, share, comment and swipe is invaluable in telling us something about your customers.
Data is increasingly available to help refine digital’ marketing activities across the lifecycle of any customer journey. By tracking customers across all available touchpoints, we can use data signals to enrich future customer experiences, encourage them to return, or allow us to identify look-a-like audiences. With information being collected from an ever-growing number of connected devices and by increasingly sophisticated tracking, we are afforded a more in-depth understanding of the patterns of behaviour that lead to purchases or other goals.
Most companies are using less than 50% of the data they have access to
A recent upsurge in the number of tools that can harness this information, as well as advancements in the targeting capabilities of Google and social media advertising has created a staggering breadth of data available to brands. This abundance of data gives advertisers lots of signals that brands can potentially act upon.
Making sense of this new technology
Your ‘tech stack’ could include your CRM system, software used for email marketing or to organise databases and profile for new prospects. It includes web analytics solutions, call tracking providers or website experience management tools.
So, what are you doing to build a fuller picture of marketing performance?