There’s an old saying that half of your marketing budget is going to waste, but no-one knows which half. With digital marketing becoming mainstream, that saying is no longer true. Today, marketing can be measured and analysed with great precision, with customer actions recorded across multiple channels and systems, where data is also available to marketing managers – at least in principle.
In practice, the challenge is the diversity of channels and systems. Each of them is based on a unique logic and way of collecting data. In practice, data is behind each system’s own reporting. Summarising requires collecting data from several different systems and processing it into an understandable format. Hard and time-consuming – hence expensive.
For the reasons described above, the use of digital data is often limited to one or a few systems. An online merchant actively monitors the sales funnel, which starts with a visitor to the site and ends with a completed order. Similarly, a B2B company monitors its website visitors to see how it manages to lead them to a contact form or to a newsletter subscription, for example.
However, to gain a better understanding, a more holistic view of the customer’s path should be possible. It is difficult to track the individual customer journey due to data protection (GDPR) regulations, but by looking at groups of customers, it is possible to understand where in the customer journey the most improvement could be made. By looking at the customer journey as a whole, you can also quickly see where your marketing dollars are really being spent. This can be used to make informed channel choices, test hypotheses and different combinations.
Analyzing customer journey
It is essential to analyse the whole customer path and all channels, both paid advertising and organic. An increase in impressions alone may not necessarily lead to an increase in sales, so you need to ask and examine whether the chosen target group is the best possible one or whether the chosen channel is reaching the desired target group.
Even the best visibility and a successful marketing campaign can be diluted if, at the same time, customer feedback and digital bumper radio signal failure with existing customers. The problem is not the campaign itself, but the production or customer service processes. Even a good recipe does not work indefinitely. It’s good to notice in time when the effectiveness of the chosen message starts to fade. It is then time to renew the message, perhaps even a new way of getting the message across.
Customer journey in BisLenz
We have defined the following approach to tracking the customer journey. Brand reach shows how our communications have reached customers across different channels, from paid advertising to organic and search. Engagement shows how our communications have succeeded in evoking emotion and action from our target audiences. Website visitor data shows how our communications have been successful in converting potential customers into website visitors. The sales figures will then tell us whether the final target has been met. Finally, customer feedback tells us how successful we have been in delivering on our promises. The biggest challenge is collecting all the data we’ve predicted from multiple digital channels, Google search, Google and Facebook advertising channels, Instagram and Twitter updates, not to mention the various online stores or sales channels.
BisLenz brings all the data into one interactive view, where you can immediately dig deeper into the data of each channel. You can see which campaigns make up the visibility of paid Facebook advertising and which updates make up the visibility of organic Instagram posts. What routes customers are taking to your site and what paths are generating sales. Getting up and running with Bislenz is quick and simple, and can be done in as little as 24 hours. As a ready-to-use concept, it differs from traditional business intelligence solutions, where the implementation project can take several weeks and the costs can be relevant.