Analytics and Insights
Gathering and analysing customer insights using Adobe Analytics and Adobe Launch.
The Big Data Challenge
Today, we have access to a never ending array of data than we have ever had before. With so many new device types and touchpoints, data collection has become very challenging. Big data is a challenge that many organisations have not solved due to the sheer amount of data across a plethora of channels including web, mobile, app and IoT.
Given the overwhelming amount of data, the hardest part is actually interpreting and making sense of all of these raw data points.
“Given the overwhelming amount of data, the hardest part is actually interpreting and making sense of all of these raw data points.”
HOW WE CAN HELP YOU
Customer Insights and Analytics enables and assists businesses to break down these big silos of meaningless data and produce useful and relevant findings. It is more than likely you or someone in your organisation has analysed how customers interact with various devices and touchpoints and how they behave. An Analytics Platform such as Adobe Analytics can help you understand your customer actions and behaviour making it easier to understand. As a result this allows your organisation to be well informed in decision making and creating a meaningful customer experience.
UNDERSTAND THE JOURNEY
The journey mapping activity gives you insights about the most optimal touchpoints to collect the right data from as well as any gaps in the journey where you may be missing opportunities to collect critical data. Additionally it can also help you join the dots between various touch points during the customer journey.
Here are some questions to take into consideration that may help you map customer journeys:
- Who are your customers – their age, demographic, general location, purchase history etc
- What do customers prefer when using your touchpoints?
- What is their preferred method of communication?
COLLECT AND CAPTURE
Once you have defined the data you want to capture and the sources from where to collect them from, the next part in the process is to actually aggregate as much data required in order to meet your objectives. You can collect and capture data from customer touchpoints such as your website, mobile app, email clicks, website browsing or social media platforms. Additionally you may also decide to bring in CRM data or DMP data.
DEFINE OBJECTIVES
Based on objectives you have defined it is now important to understand the insights that are required. For instance, as a result of the data captured, do you wish to understand a clearer picture on what has happened during your customer journey, why it happened, where it happened and what may be the next future action your customer takes? Visualizing the data with certain dashboards and charts, may further help you understand future behavioural patterns, gaps and opportunities that could otherwise be impossible to find.
BECOMING PREDICTIVE WITH AI
Customer Analytics has become much more than just data collection and reporting or dashboarding. Today , Analytics has matured from being purely descriptive to becoming increasingly predictive – now with the power of machine learning you can better identify and predict future outcomes more effectively .With platforms such as Adobe Analytics, you can use AI driven analytics tools in which your Data and Marketing teams can run predictive models to identify next best actions etc.