Understanding your customer is fundamental when wanting to practise omnichannel. Data is the keystone in that process. Thanks to customer analytics you can know how your customers use your channels, where do they drop in the sales funnels, what is the preferred way to reach them.
According to these insights, you will be able to enhance the user experience of your website or mobile apps, customize your communications based on customers’ habits and preferences, control if your marketing campaigns are happening in the right way.
The condition sine qua non to targeting & optimization is having clean, trusted marketing data over the whole customer journey. But the ways that customers follow to access your products or services are numerous and increasingly complex. Many devices and channels play a role making the customer analytics process more challenging than ever.
« Data that is locked up in silos won’t drive your business forward. »
This raises legitimately the following questions:
• How can I track the same user across multiple devices avoiding the duplication of visits or transaction count?
• How can I bring data from both online and offline together?
• How can I give the credit of a conversion to the right channels to identify the mix that works the best to reach my audience?
• How can I do all this while avoiding to rely on a whole army of analysts?
If you use different tools to reach your customers, you would have to keep various spreadsheets up-to-date to track what happened at every step. This process not only demands a lot of efforts but is also not reliable.
Implementing an analytics platform that untangle complexity of cross-channel marketing
A test conducted by the Boston Consulting Group (“Adding data, boosting impact”, Sept. 2014) for Google showed the use of unified technology platform enhanced the engagement and the performance of the marketing campaign. “Unified technology platforms provide a single user interface and make it possible to source data from a single pool, eliminating the need to reconcile, consolidate, and transfer data among multiple sources. This provides the data “freshness” and “completeness’’ crucial to achieving good performance in targeting.”
To truly achieve omni-channel measurement, companies need, nowadays, to rely on robust intelligence systems that are capable of collecting and processing data coming from various touchpoints – both online and offline – into one central place.
Various analytics solution providers offer the ability to gather effectively various marketing data sources into one single platform.
Adobe and Google marketing and analytics suites allow you, for instance, to pass a user ID with the transaction details to their platform allowing you to tie in-store purchases to online web behaviour.
They allow you, also, to create your own custom dimensions and metrics, providing the ability to identify offline data in reports in a way that is relevant for your business.
They, both, offer the ability to bring together data from their marketing campaign and analytics platforms to create a comprehensive and actionable view of their customer.