The path responsible for transforming consumer into a customer is known as "journey". There are ways through which you ca capture a complete, end-to-end view of the customer journey.
By understanding the customer journey your marketing team can make better decisions and will be able to achieve maximum return on advertising spend.
- SAY NO TO MARKETING SILOS
You should say no to marketing silos. Operating in silos basically means wherein there are teams responsible for various channels like email,social, search and video that have their own budgets, technologies,objectives and evaluation metrics. You can opt for a unified platform to collect data and at the same time measure the customer journey across all the devices and channels.
- CONNECT ANONYMOUS DATA TO THE KNOWN JOURNEY
When you are in the early stages of marketing funnel that covers a significant journey of the customer journey. When we talk about the anonymous journey it includes different types of activities from searching regarding product information on Google, reading reviews, browsing offerings on an eCommerce site. You should gather as much data about the intent as you can.
- MAKE MULTI-TOUCH ATTRIBUTION YOUR SUPERPOWER
With the help of multi-touch attribution you can analyze the unique combination of interactions or touch points which encompasses the customer journey and that leads to a conversion. There are certain channels and touch points that tend to be more influential than others.
- LOOK AT THE BIG PICTURE METRICS
You need to use that metrics which should be able to measure success adapt to the latest developments. When marketers use a MTA strategy they will get a better sense regarding how many touch points will lead to a conversion.