Jessie Mamey is the Vice President of Digital Acquisition at Revana Digital. In her presentation she talked about harnessing the power of omni-channel data for acquisition in SEM and display. Jessie spoke about how the customer experience has changed over the years, but it is still all about the customer. As you look at the customer journey, it is important to define your objective and understand what the customer is interested in. Focus on answering the questions they have (even ones they may not have asked yet). What you know about your customer is important only if you know how to turn that insight into action. Through gathering data about your customers, you can focus your vision on what you are trying to accomplish, decide what really matters, and which direction to go in to drive performance and better serve the customer. Targeted data can also help businesses identify high, mid, and low segments. This allows you to make better decisions about where to spend your budget and to create custom content tailored to specific customer bases.
In the end, as you move forward in developing a strong customer experience, you need to clarify your objectives, ask questions which result in action, centralize data and develop feedback loops.
Bryan Phelps, on Sep 14, 2015 1:51:11 PM