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These rising expectations, along with the also-increasing competition, means that fulfilling customers’ needs is no longer enough.for each and every customer interaction. But to do this, they must understand the entire customer journey, from start to finish. But when it comes to analytics, brands have more options than they think. Google Analytics and other free options, for example, areIf you want to truly understand what your customers are telling you with every click, bounce, and purchase, you need to dig deeper.
Of course, I’m hardly the only one thinking about how analytics has to encompass a more holistic view of the modern, empowered consumer. I spoke with four other leading brand and data experts about how they’re using data to move the needle. Organizations need to go beyond acquisition analytics because success in the future is not transactional, it's relational. Following a customer around with ads is not the type of experience that consumers are looking for.