Using Data to Analyze and Optimize the Customer Journey

Insight

Aaron Smith

2 Minute Read

Your customers have multiple touchpoints with your brand. Knowing where those points of contact are and if your customers are having a positive experience are critical to growing a successful business. Every touchpoint creates some form of data and knowing how to collect and aggregate that data is vital to evolving and optimizing the customer journey.

Pathfinder Vice President of Marketing and Business Intelligence Steve Czajkowski and I had the opportunity to present our thoughts on using data to analyze the customer journey at the North American regional meeting of ICOM, a global network of independent marketing agencies.

In this talk, we break down the customer journey through a traditional marketing funnel (Awareness, Consideration, Conversion, Loyalty, and Advocacy), while identifying touch points and corresponding data-capture opportunities. We also review the importance of data integration to create and automate reports, which can provide additional insights.

 

Click below to watch our presentation and if you feel your business would benefit from data analysis and journey mapping—or would like more information—please reach out!

 

New Faces @ FARM

New Faces @ FARM

Carrie Grant 3 Minute ReadlinkedinAt FARM, our project managers provide the knowledge, oversight, and organizational mastery to keep all of the work we do for our clients on track and on time. That’s why we’re excited to announce that we recently hired two new...

Email Best Practices: Technical Requirements

Email Best Practices: Technical Requirements

Cassi Migliore 3 Minute ReadlinkedinWe’ve reviewed best practices for approaching your audience and creative specific to email marketing (if you haven’t read them yet, I would 11/10 recommend). However, email marketing is only as successful as its foundation—the...