A recent survey by Econsultancy has revealed a large shortfall in understanding the customer journey amongst UK marketers and ecommerce professionals.
A meagre 12% of 2,000 marketers surveyed classed themselves as having an ‘advanced’ understanding of the customer journey, with around 30% reportedly grading themselves as beginners.
The explosion of channels and platforms on which people interact with on a daily basis, and the subsequent wealth of data available to marketers seems to be coupled with a widespread lack of clarity on what to do with it. 35% of marketers have reportedly quoted multiple touch points as the main barrier to understanding customer journeys.
This is understandable….
Wearable technology is increasingly becoming a household term – its market is set to surpass $12.6 billion by 2018. Not only that, but around 21% of people surveyed have admitted to regularly buying an item on their smartphone, whilst actually looking at it in store.
Clearly shopping habits have dramatically changed, and deciphering the scores of data that are a result of these ever-changing touch points can be a huge barrier to offering a consistent customer experience.
Interestingly, only 9% of companies surveyed in the UK class themselves as ‘advanced’ at understanding their customer journey in comparison to 23% of US companies. With the UK set to become the first country in the world where digital ad spend will surpass all other traditional media channels, marketers need to understand how to tap in to the wealth of data about their customers, or they’ll be left behind.
Profitability was stated in the survey as being the ‘major benefit’ to better understanding the customer journey. Understanding what the data about your customers is telling you is critical to making your customer experience better through creative solutions.
Companies such as Facebook are leading the charge in an attempt to join up the offline and online world. Through loyalty card partnerships, they are able to collect offline purchase data and better understand the effect of online advertising on purchase behaviour.
With technology and consumer behaviour constantly evolving, it is understandable that those involved in digital marketing can feel swamped by the changes. Should you need help understanding the story in your data, or a hand in knowing where to start, please get in touch.
Email firstname.lastname@example.org where we’ll be able to put you in touch with our analytics team, and set up workshops and events to get you started.