Allison Lloyd, Editor in Chief and Conference Director, DOCUMENT Strategy Media & Forum
The Customer Journey
- COLLECTING A LOT OF DATA
DOES NOT TRANSLATE TO
ACTIONABLE INFORMATION:
YOU NEED TO BUILD
PROCESSES TO RETRIEVE
DATA THAT PROPELS
DECISION-MAKING. - ATTRIBUTION IS REALLY
ABOUT UNDERSTANDING
THE MARKETING
CHANNELS IN WHICH
TO INVEST.
“Executives tell me all the time that they are data rich and information poor.”
A leading Fortune 100 company I work with has built a highly engaged online community comprising both current and prospective customers, who provide feedback on the company’s marketing collateral. The company does a lot of data collection and segmentation and a ton of testing—both qualitative and quantitative—through its online channel, which gives it focused marketing intelligence about both its offline and online marketing touchpoints. Data from the company’s offline touchpoints, however, such as newspaper and TV ads, call centers, and direct marketing, are more difficult to quantify and use because they are not as trackable as online data.
This is an excerpt from Data Disruption. The eBook was generously sponsored by Mighty Guides.
