The customer experience is arguably the most important part of your business. Without customers, you aren’t able to meet any of your business goals. Without a solid customer experience, you will have a hard time attracting and keeping new business.

How do we even start to tackle the customer experience and understand what our audience wants? One piece at a time. During this series, we’ll explore each step of the customer journey and how you can use predictive analytics to create more effective marketing plans for your customer experience.

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Now that you’ve served up a lot of timely, useful information. your audience is ready to make a purchase decision by evaluating your services.

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Lead Generation Data

You probably have a contact form that gives an option to indicate the reason someone is reaching out. The options are probably to request more information, to sign up for your newsletter, or most importantly, that they want to purchase your services. You can take that form data and run your predictive algorithm on the contacts that have raised their hand to work with you. By doing this you can forecast the peaks and valleys in your lead generation efforts. If you know when you’re going to come upon a lull in activity, you can create plans to even out those “down” times.

predictive analytics evaluation

Drip Campaigns

In the consideration phase, you ran a predictive analysis to understand when people were likely to open their email. You can re-use that data and map it against your lead generation analysis to create drip campaigns. Email drip campaigns are a great way to keep your audience engaged. You can set up your drip campaigns to be tailored to the different segments of your audience and what stage they are at. If someone has visited your website a handful of times, downloaded some content and signed up for your newsletter you can create a drip campaign that outlines more specific services that align with their profile. Emails are a really powerful conversion tool within the customer journey.

Retargeting Ads

Retargeting ads can be used at just about each stage of the customer journey, it’s just a matter of changing the context of the ad. At the awareness stage, you want to give people a little more information to encourage them to keep exploring your company. At the consideration phase, you want to point them to your blog, newsletter and other content that showcases your skills and experience. At the consideration phase, you can create ad campaigns that really highlight your services and solutions. By running retargeting ads, you’re targeting people who have demonstrated a level of interest in what you have to offer. You can set up rules within your campaigns so that once someone has filled out your services contact form they no longer see those ads. It’s a super useful tactic for any digital marketer.

In the next post, we’ll start switching gears out of the buyer’s journey and into the owner’s journey. We’ll walk through running predictive forecasts when you’ve converted people into paying customers – the purchase stage. The second half of the journey is less about how to acquire net new but rather how to build long-term relationships with your customers.


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