How to enable your marketing team

A customer 360 includes every interaction a customer has with your business right from the lead stage to post becoming a paid member.

A customer 360 includes every interaction a customer has with your business right from the lead stage to post becoming a paid member. This is fundamental in allowing your marketing team to track user behaviour during the customer journey. Majority of marketing teams fail because they do not have the correct feedback loop in helping them measure the impact of the decisions they make. Today we are going to go over the different steps needed to create a customer 360.

  1. Define a list of all the activities
    What are all the different steps in the customer journey?(even if they sound trivial).
    Do this across the entire journey – from an anonymous visitor all the way to a paid member.
  2. How you will track each activity
    Figure out the ones you are tracking today. For the ones not tracked, create a plan on how you can track them. Tracking them in your backend database or a frontend tracking tool are usually the best options.
  3. Ingest the data
    Ingest this data into your data warehouse. Pro tip: Use a fully automated data pipeline tool to do this instead of building your own pipelines.
  4. Structure into a usable data model
    Once you have the raw data inside your warehouse you can now combine it into a well structured data model.
  5. Build out your customer journey
    Work with the marketing team on understanding the different user flows and build out the right reporting for each different user flow.
    Consider a tool or service
    If you don’t have the technical expertise to do this, consider using a service like 5x which can set up and maintain this for you.
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Anthony M. Jerkovic

Head of Risk and Data at Bank Novo

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