Using Analytics to Personalise the Customer Journey
In 2016 to 2017, analytic tools exploded! Facebook expanded its analytic capabilities and Google introduced Google Optimise; making it easier than ever to know the actions your audience took before, during, and after they visited your website or purchased your product or service.
As marketers, we now have an unbelievable amount of data at our digital fingertips. In 2018, we predict that this understanding and optimisation of the customer journey will be even more essential to creating a funnel that consistently produces sales and engagement for your business. So, how can you use analytics and the customer journey to personalise your marketing and explode your revenue?
Understanding the customer journey is all about delivering the right message to the customer at the right time. Many marketers follow the cold to hot model, which focuses on taking a client from being unaware of your product or service, to being aware and interested in your product or service.
Basically, you don’t want to marry them on the first date. You don’t want to ask a potential customer to sign up for a gym membership if they currently have no interest in exercise, or ask someone to buy a high-quality set of kitchen knives if they are only slightly interested in cooking.
When planning your marketing, it’s important to have a strong understanding of who your customer is in the cold, warm and hot stage of your marketing funnel. Who were they before they knew about the problem your product or service solved? What do they need to hear about your product or service to convert?
By having a good understanding of the different customers personas throughout the customer journey, you can deliver relevant content that is, not only more likely to result in a purchase, but also more cost-effective, as both Facebook and Google’s main concern is the consumer experience.
Therefore, if you deliver relevant, engaging and well-timed content, Facebook and Google will be more likely to show this content at a reduced cost. There are multiple ways to measure the relevance and quality of your content as well! With Facebook you can check your relevance score and Google your quality score.
At Expose Media, we focus on creating structured funnels that support the customer journey from cold audiences (what even is grass?) to hot (I love mowing! Yes, I want the latest mower!). We create content that reflects the mindset of the customer at these different stages. This involves segmenting audiences, A/B testing creative and ensuring our funnels are consistent, effective and not ‘leaky.’
How will you use analytics to personalise your customer’s journey in 2018?