Business and customer analytics have changed dramatically in the past two years. Today, customers are a lot more empowered and have a number of options, whether it comes to television, groceries or everyday services. They share their experiences across the globe through social media, which converts from channel to another. Most businesses today have become transparent with their quality of product or service. Customer experience is more dynamic than ever and presents a new set of challenges to traditional ones.
How FIFA redefined customer analytics
The phenomenon can be easily proven by one recent global event, the 2014 World Cup held in Brazil. The marketing campaigns flourishing through the month-long event highlighted the brands’ constant need to appeal to its customers and meeting their requirements. This meant that they needed to be capable of reassigning ROI to something like social campaigns. Brands also needed to understand how geo-location affected user behavior, especially since the matches were aired at all time slots throughout the world. Brands also needed to device specific segments for personalizing and optimizing customer experience.
Trends that successful companies follow
In the past few years, analytics have rapidly developed and changed as customers have shifted from traditional paradigms to new media. To align to these changing needs, it was important to follow certain trends and functions. This is what most successful companies followed.
1. Forging internal partnerships
If your brand data doesn’t lead to better customer experience, it is more or less useless. It is important that you continue testing pages and events to find relevant data. Start by optimizing one section of your site and try to forge internal partnerships with your content owners, engineers, analysts, decision makers and others. Your goal for this internal partnering should be to drive up your revenue and sales gradually as well as steadily.
2. Delivering engaging content
Sorting through data within an organization requires deep knowledge and understanding of internal audiences and how they consume data. One simple way to go about this routine is to segment your audience into different roles like analyst, business or marketing manager and executive leadership. You can narrow down the data for each group and deliver your content. If you want to create a successful roadmap, ensure that you highlight both short term and long term goals.
3. Executive confidence in data
Data management may not be all that glamorous, but is essential to get a comprehensive view of your customer’s preferences. To execute this perfectly, it is important to have a scalable plan for analytics and connectivity. A common complaint heard from large businesses is that they are unable to trust their consumer data. With solid data management functions in place, your company can rely on accurate data through social, mobile and web statistics.