April 20th 2021 15:02
Optimising customer journeys involves an increasing amount of interconnected martech and data, particularly where machine learning is involved.
On a recent Econsultancy webinar, editor Ben Davis discussed the topic of customer journey optimisation with Iain Noakes, former VP Effectiveness Marketing & Optimisation at The Economist, and Ben Wild, Business Lead at Coveo. They also discussed the role of ‘smart’ martech (powered by machine learning) in providing relevance to customers.
You can watch the webinar on demand, but here are a few highlights from the discussion, including advice on where to start with customer journey mapping.
The ‘inside-out’ approach to customer journey optimisation
E-commerce marketers will always be the richest of us in their access to data but, as 2021 progresses, their ability to properly evaluate decisions is increasingly being eroded.
It’s mainly because of a problem with existing evaluation methods: multi-touch attribution is being undermined as ever more people and platforms are blocking the third-party cookies that make it possible. Last-click is more resilient, but most now agree that its findings on payback are unreliable.
It’s also because of an opportunity: e-commerce businesses had a good year in 2020. With money in the bank and soaring ambitions, many are exploring big brand strategies whose effects can’t be tracked.