Adobe Customer Journey Analytics is an application developed by Adobe; designed for marketers and businesses to track and analyze cross-channel interactions of visitors at different touchpoints of each stage of the customer journey.
It enables brands and marketers to delve deeper into visitors’ and customers’ profiles, behavior analysis, buying patterns, trends they follow, journeys, experiences, and pain points to align their offerings accordingly and optimize customer experiences.
Data-Driven Marketing: The Definition
“Marketing is the ability to hit the mark.”
– Philip Kotler
Data-driven marketing is the marketing tactics used by marketers that utilize customer insights, data, and behavioral analysis to craft marketing communications accordingly. It considers a more apt approach as it is backed by data, trend analysis, and insights.
Marketing needs to compete and hit the mark as predicted; data-driven marketing can be more impactful for the digital commerce landscape.
Data-driven marketing empowers marketers and brands to get into consumer insights more accurately, which helps to make informed decisions and craft more effective marketing campaigns with impactful strategies. Ultimately, it results in more satisfied customers with an elevated Customer Experience (CX) and personalized engagements.
Data-Driven Marketing: Strategies Marketers Can Use
1. Demographic Data for Campaign Planning
Get the demographic data, including age, gender, race, ethnicity, income, education, location, income group, marital status, and more, to get a detailed visitor profile and design your campaign planning accordingly.
2. Collective Data Insights Across Channels
Visitors are not limited to a particular marketing communication channel or platform, so there is a dire need to collect this fragmented data from different channels to get more accuracy in data analytics.
Share this collected data among different channels in marketing campaigns planning to deliver a consistent omnichannel experience.
3. Redefine Journeys for A Personalized Experience
A personalized experience is essential for a remarkable Customer Experience (CX) throughout the customer journey. Customer data insights are the only way to dive deep into customer analytics and craft personalized marketing communication at each level.
4. Use Predictive Analytics for A Targeted Approach
With machine learning and advanced statistical modeling, predictive analytics brings accurate forecast analysis for trends, patterns, future behavior, and more. Predictive analytics helps businesses and marketers to get better customer profiling and better accounts from the data lake.
Customer Journey: A Quick Overview
The customer journey consists of the stages customers go through during buying decision-making, purchase, and post-purchase interactions at the customer lifecycle and various touchpoints that includes; discover, engage, act, and loyalty. The experience a prospective customer gets from each interaction defines the progress in the journey.
The journey starts from the ‘discover’ stage when the prospect gets aware after discovering the company’s offerings through various marketing strategies.
After discovering the offerings, prospective customers move to the ‘engage’ stage to gain and explore the brand, do competitive analysis, and search for more information to move further in the journey and decision-making process.
Here comes the ‘act’ stage, when the prospective visitor decides to make an actual purchase and turns into a customer. And, subsequently with all collective experiences drives the customer to be loyal; and customer satisfaction can earn more recommendation and promotion of the brand.
During this entire journey, marketing strategies at all touchpoints help the brand and prospective customers move further.
Customers usually interact with multiple touchpoints to finally make a purchase, offline and online. They move from digital to physical and back to digital in no time; keeping up with customers’ preferences needs prompt technology.
Else, marketers get disconnected data points with missing links and inaccurate predictions, and finally, a bizarre marketing strategy. Cross-channel insights from all possible touchpoints with detailed inputs can only help brands forecast further communication.
A unified data set that contains data from all sources, including online and offline both, enables marketers to redefine their strategies and create experiences.
Data-Driven: Analytics, Insights, and Decisions
Data itself isn’t meaningful until you get the information and insights that derive further actions. Data to insights is a crucial, complex, yet essential part of further redesigning the customer journey and experience at various touchpoints.
It goes more complex when an eCommerce has data scattered across multiple applications, tools, or vendors. Customer data collected from various sources will be beneficial using stage-wise insights into the customer journey; it enables creating the strategies targeted for that specific stage of the customer journey.
With each stage, a segmented approach (as recommended by experts) for analysis gives visitors characteristics and website interactions that enable marketers to forecast visitors’ attributes and actions. Additionally, sequential segments help brands to identify visitors based on navigation and page views across the site for personalized marketing.
These insights and analytics are instrumental in designing marketing strategies that focus on the traits, attributes, and buying behaviors of visitors and make them loyal customers. Loyalty can only be earned; brands can get this from visitors’ insights from each stage of their customer journey.
Adobe Customer Journey Analytics uses various analysis methodologies, including predictive, trends, cohort, regressive, anomaly, contribution, attribution, funnel, flow, box and plot, and scorecards.
Automation of Marketing Channels
Adobe Customer Journey Analytics empowers brand marketers to automate their marketing channels. Marketing Channels are primarily used by marketers to get data insights about ‘how visitors arrive on your site’ and understand their behavioral patterns.
Quick steps to set up automatic Marketing Channels insights using Adobe Customer Journey Analytics:
- First, click on Analytics > Admin > Report Suites
- From the Report Suite Manager, click and select a report suite
- Then click on Edit Settings > Marketing Channels > Marketing Channel Manager
- Here, ensure that the channels that are needed to put on automation are selected
- With channel selection, Email, Display, and Affiliate fields are required
- Finally, click on Save
This will generate real-time customer journey data analytics from desired channels.
The digital landscape has seen the most dynamic behaviors of consumers, especially when the demographics move from millennials to Gen Z. They have shown varied interests, preferences, trends, patterns, choices, and more such traits that need mindful observation from marketers and brands.
Thankfully, the vast data allows marketers to go deeper into customer insights. With the help of Adobe Customer Journey Analytics, they can obtain accurate attribution models, ROI reporting, most beneficial channel identification, and customer profiling to design marketing strategies for more impactful engagement, better ROI, enhanced conversion rates, and empower service teams.
Get in touch with a leading full-service digital commerce agency to turn data into action to create better and smarter customer journeys with targeted marketing.