Have you ever used an out-of-date map where the static picture on your screen doesn’t quite reflect what’s going on in real life? If you have, you know this map is essentially useless and leaves you with no direction.
This exact problem has plagued marketing, sales, and customer experience teams when it comes to mapping their customers’ journeys. Companies will often spend large amounts of resources to build this incredible intertwined web of connections that make up their ideal customer journey maps. The problem is, these roadmaps are hypothesized journeys based on the organization’s interpretation of customer behavior and not rooted in fact. Furthermore, these static pictures are often outdated before or shortly after their deployment as customer attention spans are dynamic and therefore so are their ideal journeys.
Boston, MA – My name is Brian O’Connor, and a year ago I made the decision to change my career and enter the innovative world of Data Analytics. Everyone wants to provide value and feel useful. Unfortunately, in your typical banking role that is not always the case. Seeing no growth path and lacking the feel of bringing actual value to my clients, I made the decision to enter the Level Education boot camp. Since then, I have been brought on the Pandera Systems team as a Business Intelligence Analyst and couldn’t be happier with where my career is heading (not to mention the value I am providing to my clients). I was honored to give a speech this past Friday at a Boston WeWork to a group of potential students interested in making the leap into the data analytics space.
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: