Data to insights: Optimize your customer journey

The customer journey is seamless – is your marketing analytics experience the same? Can you say that every marketing decision is data driven?

KPI’s: The source of truth

KPI’s are a great way to benchmark your success, but with customers having multiple touchpoints within their seamless journeys, marketers are faced with needing to use multiple tools to access all their insights. This means the data is fragmented, making it really hard to get the bigger picture and understand what is happening.

On the other hand, having integrated marketing analytics allows to have a holistic view of all channels and their impact on one another. Smart and fast decision-making is now possible and helps increase conversion, profitability and efficiency.

‌‌Marketing spend freed up

Improved analytics efficiency

Lift in campaign conversions

‌‌Which organization wouldn’t want to see those kinds of results? None that I know of. So in order to make a meaningful impact, it’s important to bring clarity to that fragmented data.

Get the most out of your data

Here are 7 steps to help plan and implement an integrated marketing analytics strategy

1. Determine stakeholders
   Who needs access to your data and who are the owners of the tools that generate your data?
2. Data integration
   What are the different touchpoints of your data, both online & offline? Marketing, sales, service, and loyalty programs…
3. Set your KPIs
   Defining KPIs is definitely an important step in the process.

Here are a few tips on how to establish them:

• Define the success criteria
• Determine the measurement of success
• Make sure the KPI’s are SMART (Specific, Measurable, Atteignable, Relevant and Time-Bound)

These KPIs can be different for various teams and activities but they must become part of a bigger picture by looking into the different correlations. One example is looking at the relationship between online and offline activities to help support smart decision making.

How do your offline channels influence your digital engagement?

Which campaigns drive the best conversion on your web forms and foot traffic?

4. Analytics implementation
   Now that we know what we want to track, we combine multiple metrics and create visual analytics dashboards to keep things simple and relevant for each stakeholder
5. Data governance and IT
   Since many elements and departments are usually involved, it becomes important to determine who should have access and control over the platform’s capabilities
6. Measure your success
   Of course, as a marketer, you need to showcase ROI on your initiatives. With the integrated analytics, you’ll easily be able to demonstrate the value of the platform and its impact on the overall business’ results
7. Vendor considerations
   Make sure the solution considered allows you to have everything you need in one centralized seamless environment that’s easy to use and easy to manage. You don’t want to be spending all your time dealing with data integrations and harmonizations. The objective is that you get to spend your time on growing the business and focusing on activities that generate revenue instead of dealing with technical dilemmas.

Datorama is the leading cross-platform marketing intelligence and analytics platform for marketers. Make smarter decisions by connecting and acting on all of your marketing data, investments, and KPIs. Click here to learn more about Datorama.

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