Fine-tuning your customer journey

Throw away your old metrics! Start thinking about intention, progression and aversion

Social media, mobile devices and more accessible broadband have changed consumers’ buying habits and flipped the customer journey completely on its head. Twenty-five years ago a marketer could send a campaign and measure responses and conversions in a chronological pattern, but now customers have a plethora of platforms to choose between and can meander any which way they choose, so it’s very hard to shepherd them along a defined path.

However, marketers are still clinging to old, linear campaign metrics (sends, opens, clicks and transactions), which do not accurately measure the journey of the modern, platform-roaming consumer. The truth is that this linear mind-set is highly ineffective when it comes to measuring the success or failure of a non-linear customer journey.

Topics: customer journey customer engagement journey mapping customer experience customer journey orchestration segmentation

How a CDP can deliver the Holy Grail: real-time, cross-channel marketing

The Holy Grail. Originally a title given to the cup used by Christ at the last supper, which has been much sought after but never found, this term has come to represent something extremely difficult – perhaps impossible – to find or get. For many years, marketers around the globe have been attempting to realize their own Holy Grail of ‘real-time, cross-channel marketing’, yet many have failed in this quest. Now, a marketing tool has emerged that promises to make this dream a reality: the Customer Data Platform.

Topics: customer journey real-time marketing customer experience Customer Data Platform customer journey orchestration cdp omnichannel marketing cross-channel

How to Continually Optimize Data Quality using a Customer Data Platform

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Topics: BlueVenn Marketing customer journey customer data bad data Data Quality customer engagement data privacy customer insight data cleaning data analysis Customer Data Platform marketing data data analytics clean data marketing database cdp

Optimizing the Customer Journey using Microsegments and Cross-Journey Communication

There’s no doubt that the customer journey has changed beyond all recognition in the past decade. Today, customers expect to be able to mold their experience to meet their exact requirements. As they go meandering through seemingly unlimited online and offline channels - perhaps browsing on a mobile device, then heading into a store to examine the product and chat to a salesperson, before summoning up a discount code and placing an order on their phone then and there - the marketer's challenge is to keep up with them. Gone are the days of linear marketing campaigns.

But how can marketers stay one step ahead of this seemingly random journey, navigated in the moment, to push the customer towards a purchase? How can they measure what effect marketing efforts are having on the customer experience (this is important; after all, a 2017 Gartner whitepaper, 'What Drives Customer Loyalty Over Time', found 77% of surveyed customers said their opinions of a brand are a result of all the experiences they have with a company)? And do campaigns still have a role to play?

Topics: customer journey