Challenges of Creating an Effective Customer Journey
Providing marketing ROI through conversions and, ultimately, customizing each user journey at scale has been a constant challenge for years. Customers are utilizing multiple channels each day, adding extra touch points and therefore data that needs to be analyzed to architect an effective marketing strategy. Fortunately, planning and proving marketing results has never been easier than it is today. By analyzing and weaving together touch points in a deliberate manner, marketing ROI, and more importantly, conversions, are finally within reach. Through journey analytics, companies are capturing and acting on “Micro-Moments” that were previously unseen in a proactive and time-sensitive fashion – adding millions to their bottom lines. With all this value, why aren’t all companies doing it? Simple – it’s easier said than done. Here are the top challenges businesses are faced with when trying to architect effective, data-driven customer journeys at scale:
If a picture is worth a thousand words, one can imagine what the strategic use of good data visualization is worth in analytical toolsets. Data visualizations tell a more complete story in a dashboard than simply displaying raw data, so it’s important to use them effectively to support business objectives and data-driven decision making. Data visualizations should always simplify and clarify information, and be presented within the context of the user’s workflow, while avoiding confusing the viewer or leading to mistaken data interpretation.
Pandera’s Visual Sciences & Innovation team has released a whitepaper covering understanding the dashboard’s users, choosing the right visualization types, optimizing typography, and using colors strategically to tell a story through data. We’ve even included some examples of common dashboard design patterns to help you get started!
Pandera currently has open positions for UI/UX Designers and Front-End Developers within our rapidly-growing team. See below for role summaries, and if it sounds like we’re describing you, apply online with the provided links – we’d love to talk to you about joining our High Performance Network!
MicroStrategy users and developers will recognize this challenge instantly: create documents for desktop web, create documents for tablets, create documents for mobile phones, and then struggle to keep each of them individually updated and maintain identical functionality across all platforms as enhancements are released. The documents created for mobile phones were optimized for the latest iPhone 6, and are nearly unusable to users with an iPhone 4 or a Samsung Galaxy S III Mini. The documents created for tablets were optimized for Microsoft Surface 3’s larger screen size, and will bleed off the edge of the screen if the user tries to access it from an iPad Mini. To make things worse, each of these documents needs to be edited by different developers independently each time there is a change request, while somehow maintaining consistency. What if it didn’t have to be so complicated? (more…)
I recently read an article from Ancestry.com on the most popular surnames by state. My interest was piqued while perusing social media and clicking one of those running tags whose headline typically says one thing, then ultimate ends up being a sales pitch for weight loss supplements. In reading the article however, I was struck by how social media is changing our impression of and approach to data analytics and business intelligence.