Methodology
Below is a general overview of how we approach tracking and optimisation of the customer journey.
Although it may seem quite a large undertaking, it need not be. Depending on where you are with your marketing programs, not every activity needs to be undertaken at once. You may choose to focus on one or two activities that will give you immediate returns, and evolve towards a more comprehensive approach as time and resources allow.
We understand every business has different needs. So feel free to call us for a chat and we can figure out what’s the best approach for you.
1.
Define goals & objectives
- Your most important customers
- Products and services you are selling
- Baseline metrics and where you want to get to (targets)
2.
Map the buyer journey
- Buyer interviews and research
- Tracking the path to purchase
- Identifying customer touch points
- Mapping the buyer journey
3.
Capture user and engagement data
- Setup data analytics & warehouse system
- Collect data at every customer touch point and communication channel
- Create marketing dashboards and automated reports
4.
Develop insights
- Analyse data for behavioural patterns
- Identify buyer paths and pipeline leakages (resistance points)
- Review behavioural influencers at each touch point
5.
Design influence strategies
- Optimising customer touchpoints
- Heuristical analysis and nudge design
- Communication audit and design
- Choice incentives and restrictions
6.
Experiment and assess
- Experiment system setup
- Split testing
- Data analysis
- Choice incentives and restrictions
And let us show you how tracking and optimising
the buyer journey can help grow your business.
the buyer journey can help grow your business.
And let us show you how tracking and optimising the buyer journey can help grow your business.
What are your biggest marketing challenges?
- Knowing where and how to engage your customers
- Creating more impact with your campaigns
- Understanding how your marketing is performing
