The most powerful driver of success is a great customer experience, and almost every organisation is placing this at the core of of their strategy. But in order to provide excellence at every touchpoint of the customer journey, businesses must utilise data in the best way possible to understand their customers.
Digital innovation is accelerating our ability to do this at a great scale. Personalisation, optimisation and better-targeted campaigns are among the many benefits of insights derived from Big Data Analytics. But where do you start?
#1 – CROSS-CHANNEL ANALYTICS
“While volume, variety and velocity are good, value is always better.” – Experian.
The primary goal of digital marketers today is getting an ROI on their marketing efforts. Analysing the activity of customers across different channels, seeing which channels are performing better and how they work together can help you make the most out of your marketing budget. Finding golden pieces of information out of the mass volume of data your organisation has collected isn’t always easy. But digital marketers are finding tons of valuable data through the multi-channel funnel of google analytics, providing a single view of all the information needed to understand customer behaviour and measure performance.
“Cross-channel analytics seeks to provide insight into the path that the customer takes to conversion. This can take multiple forms; including understanding which channels combine to drive conversion, what popular paths are across and within channels, and finally detailed analysis of specific visitor paths.” – Matt Lawson: Managing Director of Ads Marketing at Google.
#2 – CUSTOMER DATA MANAGEMENT
“Businesses grapple with huge quantities and varieties of data on one hand, and ever-faster expectations for analysis on the other. The vendor community is responding by providing highly distributed architectures and new levels of memory and processing power.” – Doug Henschen: VP & Principal Analyst at Constellation research, Inc.
Data analytics tools help you collect, recover and categorise customer data according to profile, geolocation, purchase history and preferences in order to keep track of customer behaviour and target people more effectively.
“The social attributes of your customers is important if you want to deliver them highly satisfying experience for your business. Big Data can give valuable information regarding the social interactions of your customers, what their shopping preferences are and the kind of products they regularly need.” – Jason Bowden: Portfolio Manager of Enterprise Data Platforms at Cox Automotive Inc.
#3 – IMPROVING THE CUSTOMER JOURNEY
Are you frustrated by online shoppers who don’t make it past the first page of the checkout? You’re not the only one. There are many things you can do improve the online customer experience like good web design, helpful site search and making sure that navigating through your website is made as easy as possible.
Big Data Analytics helps us explore the best pathways to success/conversion. For example, analysing how your payment gateway optimises your customer experience.
“Customer psychology is enough of a minefield all by itself – you really don’t want to give them any additional reasons to abandon the cart.” – Shopify.
#4 – SEARCH ENGINE OPTIMISATION
“If you can’t measure it, you can’t improve it.” – Kissmetrics.
Using data science to get valuable insights into your website’s performance can answer a lot of your SEO questions so you can make better informed decisions and and be well on your way to higher keyword rankings and brand awareness. But the key with search engine optimisation is patience, as these results may not appear overnight. However, tracking our progress has become much easier with tools such as Tableau, BigQuery, Google Search Console and Google Analytics.
“The more information you possess, the better results you’ll see from your SEO strategies.” – Liza Perstneva: Corporate Speaker Coordinator at SEMrush.
#5 – DATA ACCURACY
“Improving the customer experience is the end game, but getting there requires more than data. It requires the right data, from multiple channels, integrated to give a holistic picture of the customer journey.” – Harvard Business Review.
In order to make decisions that are customer-centric, you need to ensure that the data you’re analysing is a true reflection of what’s really happening. Fortunately, popular cleansing tools like DataWrangler and OpenRefine can help your business generate more trustworthy insights, and even speed up information processing.
Going the extra mile when analysing your data pays off, and certain platforms like Apache Spark and Apache Hadoop can provide you with the efficient and accurate processing of data you’re looking for.
For more resources, please see below:
Improving The Customer Journey:
Customer Data Management:
Search Engine Optimisation: