Even if non-purchase behaviors don’t track to immediate revenue, they do provide us with something that can be equally as important: clarity about our customers.
As digital marketing moves to being truly omni-channel and truly one-to-one communication, every digital experience should deliver joy.
Find the data that’s valuable to you, ensure you have access to it, and use it to build a strategy.
Real-time data that’s at your fingertips when you need it is the real valuable data that can help marketers deliver a better customer experience and increase conversion and return on investment.
The challenges most marketers face aren’t all that different from startups. What’s different is the way startups respond to those challenges.
If you’re going to talk convergence, do me this favor: Start talking about how that data informs your actions. Otherwise, the whole thing is a useless exercise.