As a marketer or customer experience pro, do you really know how prospects and customers interact with your brand? This isn’t a trick question. The answer is you probably do.
Your data and analytics tell you where, when and how individuals interact with your site or mobile app. It indicates what they’re buying or downloading, what they say on social, which ads they click on and what questions they’re asking in-store or call center staff.
But knowing a bunch of data points in a vacuum is one thing. The big challenge for marketers and CX pros is connecting all of this knowledge to make it actionable.
You want to understand the pathway your prospects are on, then use that knowledge to deliver targeted, one-to-one personalization that keeps individuals moving forward.
For many brands, this is the unrealized dream of omnichannel marketing.
Despite heavy investment in martech, and voluminous data, they cannot respond appropriately to each customer with the right content, offer or experience, on the right channel at just the right moment.