We’ve all seen Scott Brinker’s graphic displaying the enormity of marketing technology available today — and it’s only getting bigger. When thinking about the right data for customer experience, the critical piece is ensuring the data collection technology you use can integrate and connect with other existing tools, and not something that will require a rip and replace or create even more data silos. Additionally, by connecting your website visitor data and segments with other tech sources, you are creating an even more cohesive view of your customers to create that 360 profile I mention above.
Too often data collection is in service of an existing business goal; from proving out a hypothesis to justifying a business objective or passion project. Instead, allow the data you are collecting, profiles you are building, and segments you are creating to teach you things about your visitors and your business.
Some next-level insights our customers have been able to identify to drive their digital experience forward are:
- A tech company understands which industries visitors are coming from.
- A B2B organization learns which stage of the buying funnel each visitor is at.
- A travel company discovers its most popular travel destinations for its website.
- An insurance company learns which type of plan most visitors are interested in.
- A pharmaceutical company finds out which segment of visitors engages with the most content.
While data is the driving force behind personalization, it’s just one step in the journey to deliver connected customer experiences. Learn the whole process in our blog: Crawl, Walk, Run, a 3 Steps to Personalizing Web Experiences.