Revealing The Customer Journey
As marketers, we crave to understand the customer journey in order to provide true personalization that our prospects will appreciate. Being able to see actual customer journeys is dependent on one major key: data integration.
John Copeland, VP of Marketing and Customer Insights at Adobe, recently said in an article:
“It’s better for the customer experience overall if companies have an integrated view of the experience that individual customers are having. This single view lets companies optimize for the benefit of the customer, which ultimately yields benefits for the business.”
Adobe Analytics is powerful in terms of being able to show what happens on your website. For a visitor we can answer: Which ad did they click? Which page did they go to? What did they do?
Adobe Analytics holds much of the data necessary for customer journey analytics. But what about what happens offline? B2B marketers dream of being able to see what happens to visitors after they click on their ad and fill out a form. Did they end up a customer??
Integrate your Salesforce data into Adobe Analytics and you won’t have to wonder anymore.
This article will discuss some of the powerful things you can do in Adobe Analytics such as 1) closed loop attribution and 2) real-time personalization with more meaningful segments.