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The Customer Journey is Complex

Today customers are using many devices and sources of marketing media. The customer journey is hard to measure

With so many ways to reach customers, and so much data available to marketers, the challenge is understanding the customer journey.

For example, consider this recent fact – most consumers are using a second device while watching TV

A report by Accenture found that 87% of  consumers use a second device while watching TV. In the marketing attribution, data science is the attempt to make sense of all that wayward consumer path by using a growing arsenal of tools. Data science is a blend of data analysis, algorithm developments. Data science helps to turn the numbers into key, actionable insights. But one of the biggest challenges for data scientists and marketers alike is marrying data to create those insights, since so much of our data comes from disparate sources.

Unlocking customer insights through data

Another survey found that one third of advertisers struggle with data complexity. One third of survey respondents believe, they are really not sure how customers are getting from their first contact with the brand to their final purchase. Multi touch attribution would help marketing team to see all data of the byer’s from first touch to last.

Highly organized data is structured

The highly organized data we can get in tools such as Google Analytics, such as from clicks, is what sets it apart. If a customer click on ads, its pretty simple to record that click and turn it into an insight.  Unfortunately, most of the data businesses gather elsewhere, and how they use it is unstructured. Some surveys by analytics firms estimates that 80% of data collected by the average business is unstructured. Simplyfying down to key goals and categorising data can help with this. It’s not usually necessary to collect data on every touch point. But we do need to track cross-device conversions.

To know more about the structuring of marketing data contact us now.


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