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 segmenting an automotive audience leads to more sales

Nobody buys a new car in a hurry. After all, a car is the second most expensive purchase that people routinely make (after a home), and those purely interested in utility or seeking an emergency replacement tend to shop second hand. A new car is a status symbol. It represents who you are, how you live, and what you like to do in your spare time – and that’s without thinking about keeping your family safe, the likely weather and road conditions, and your mileage and environmental preferences. Automotive clients know what they’re looking for and are willing to hold off until they find it. So, the buying journey can take years and approaching the right customer in the right way is absolutely critical.

Topics: personalisation customer engagement automotive personalization customer journey orchestration data unification segmentation segments

How can travel & leisure marketers segment and target customers effectively

The explosion in do-it-yourself online bookings and the trend for bundled holiday products over the last decade has made knowing and defining the target market more important than ever within the travel & leisure industry. It used to be enough to segment customers by core demographics – their age, residential location and life stage, for example – but reaching the right customer with the right message in a competitive digital arena has become much trickier.

Topics: travel audience profiling omnichannel marketing segmentation Travel & Leisure leisure segments