This is the part 2 of a series of blog posts discussing customer journey analytics and marketing analytics.
In a previous blog post, we discussed the importance of understanding your customers’ marketing journey– and how to change the way that you can engage with your customers. The idea is about being able to visually see and understand your customers’ every move through your digital channels to ensure that you have a better understanding of what they are doing. And then, being able to take that information and create personalized engagements based off of data, not based off of guessing. Whoa, powerful stuff right?
Now let’s break this down into a new framework for your marketing strategies, and also, new technology that you can use to implement the framework.
First, let’s start off with design.
As a marketer it’s key to focus on building and executing strategies collaboratively. Innovative design tools are important to visually orchestrate end-to-end customer journeys across all of your channels. So let’s design a customer journey, or customer mapping.
Next, let’s discuss analytics– how can you design a customer journey without analytics? You can, but is it effective and strategic? Most likely no. With Analytics, you can leverage rich data to achieve quantitative insights.
And finally, agility. Why agility? Because agility focuses on the idea of being able to seamlessly and easily merge marketing platforms and data. Whether this means being able to integrate data provided from the business analyst teams within your department or organization, or technology that you are already using throughout the company to capture important marketing data, click-to-connect data integration means agility designed for a marketer.
Now we would like to introduce to you the IBM Marketing Cloud.
IBM Marketing Cloud enables marketers to leverage customer data, view analytical insights and automate cross-channel interactions. This is a very exciting tool that can help you design, further analyze and find agility for your overall marketing strategies and customer journey that we have been talking so far.
To recap, we’ve discussed the customer journey analytics and marketing analytics. Visit our Marketing Analytics 2 Action page to view some of the things we’ve mentioned here. Stay tuned to learn more about marketing analytics tools in part 3 of our blog post coming soon!