The Keyword in ‘Customer Journey’ Is ‘Customer’
Without a doubt, understanding the customer journey is an important part of marketing. How else would you keep them engaged at all stages of purchases, leading them to loyalty?
The key is not to lose focus on the customer-centric side of analytics. Customer journey isn’t even perfectly sequential anymore. It should be more about “customer experience” regardless of the timeline. And to get to that level of constant relevancy, start with the known customer behaviors, and explain away “what works” in all channel engagements for each stage.
Channel or stage-oriented studies have their merits, but they won’t lead marketers to a more holistic view of customers. After all, high levels of awareness and ample clicks are just good indicators of future conversions; they do not instantly guarantee loyalty or profitability. Transaction data tend to reveal more stable paths to longevity of customer relationship.
You may never get to have explicit measurements of loyalty consistently; but luckily for us, customers vote with their money. Unlock the transaction data first, and then steadily peel away to the “why” part.
I am not claiming that you will obtain the answer to the “causality” question with just behavioral data; but for marketing purposes, I’d settle for “highly correlated” elements anytime. Because marketing activities can happen successfully without pondering upon the “why” question, if actionable shortcuts to loyalty are revealed through sold transaction data.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at firstname.lastname@example.org.