The Customer Journey 2.0
James Lennon
Experienced UK Sales Director @ Netcentric | All things Customer Experience - Content Supply Chain, Personalisation at Scale, Platforms & Technology, Process Automation and Change
For years I have spoken to clients about the integrated customer experience and aspirational customer journeys but rarely acknowledged the potential weakness in the execution; Measuring the impact each activity has on the outcome!
Mainly it was because it was too difficult, too many channels, overlapping campaigns, a lack of context and a complete disconnect between the real and digital ecosystems. Often it was because the look of despair on senior stakeholders in the room as the conversation turned to analysis, measurement, reporting and yet more tech vendors.
No-one will deny that the forensic examination of campaign activities, actions and transactions is key to discovering, designing and delivering enhancements to the customer journey. When available we all hungrily reach for more insight to optimise individuals’ interactions with the brand, across online and offline marketing activity.
However, beyond those heavily invested in data science, the cost of the required capabilities has been beyond the means of even the most enlightened CMO's & CFO's. Whilst some will bemoan the need for yet more kit and more investment in data capability, true attribution now needs to be addressed and recognised as an investment not a cost.
Despite all the creative will in the world, customer journeys, without data driven insight, will always be simply aspirational with valued audiences being plagued with disjointed and irrelevant campaigns cluttering inboxes, misfiring display ads and incongruous social posts.
With the explosion of marketing and Ad tech along with the abundance of channels, measuring effectiveness is no longer simply desirable, it's key to each brands direction and ultimate success.
As more and more emphasis is placed on ROI in the coming years, those marketers that can show real results will take an ever greater share of the marketing budget.
Acxiom has embraced the challenge facing marketers and are now working with global brands to add more science to the customer journey. Let's connect and explore how Customer Journey's 2.0 has become real.
Ask Me About What I Learned Auditing 65 PE Backed Tech Companies | GTM Disruptor | Proud ????? Mummy | Diversity Advocate | ENTJ
8 年Measurement and actionable insights is still something that appears to fall secondary to other requirements when building/understanding customer journeys. You've made some valuable points here, especially those relating to the assumed difficulties. Whilst this is not the "sexy" part of marketing, it is certainly imperative to driving future decision making whether automated or manual.