In today’s world, experience is everything. This is why building upon and improving consumer engagement is important. Data-driven marketing allows industry leaders to craft unique digital experiences, capture market share, and drive consumer satisfaction. Having a solid digital analytics strategy is an essential part of this equation. Without it, brands would be left clueless on who is actually buying their products, what their digital habits are, and how their marketing is performing.
To have a strong, data-driven consumer engagement strategy, marketing, sales, and customer support must work together to listen to both each other and their consumers. Tools and data must be shared across the organization to get a true understanding of consumer interests, needs, and intent.
When done properly, analytics are an invaluable tool for improving consumer engagement. Below are just a few tactics that organizations of any shape, size, or industry can leverage to take advantage of digital analytics.
Behavioral Funnels and Improving Consumer Engagement Journey Optimization
Understanding your consumer begins with the ability to track engagement points along their journey on your website. Whether a consumer visits your site with a clearly defined goal or simply to browse and learn more about brand, it’s important to collect and map this data. Journey mapping allows brands to see which content pieces, messages, and services or products consumers are interested in and how they connect.
Gleaning these insights allows brands to apply behavioral funnels and optimize the consumer web experience, eliminating low-engagement, less relevant pages for more enticing content. Behavioral funnels create a view of a visitor’s progression, identifying the actions taken and pages viewed that ultimately converted a visitor into a consumer. For non-converted visitors, behavioral funnels pinpoint the gaps that need to be optimized to improve the consumer experience, and influence conversions.
Segmentation & Personalization
Through web analytics, brands can segment audiences based on identifying criteria such as demographic and behavioral data. This segmentation allows brands to reach the right people with the right message, at the right place and at the right time; ultimately increasing consumer satisfaction and likelihood to purchase. 80% of consumers are more likely to make a purchase when brands offer personalized experiences. These purchases serve as another data point within web analytics that enables the continuous optimization of consumer experience, resulting in repeat buyers. 78% of consumers are more likely to be a repeat customer if a retailer provides them with targeted, personalized offers.
Advocates & Ambassadorship
As brands continue to foster meaningful interactions with their consumers, those consumers begin to develop a sense of loyalty and ambassadorship towards the brands who take the effort to learn about them and curate personalized experiences. Digital analytics are the enablers that make the consumer’s experience as seamless and fulfilling as possible. By taking advantage of the personalization that digital analytics allows, you’re able to create unique experiences that result in lifelong loyalty and ambassadorship.
Improving Consumer Engagement with Digital Analytics for Sustainable Growth
When used correctly, digital analytics can be a powerful tool to understand your consumer and drive engagement. It can help you better understand the path to purchase and optimize touchpoints. And, it can help you segment your audience and create personalized digital experiences that result in loyalty and advocacy.
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Contributions by Musa Jose.