Marketing touch points

How to increase communications relevance through more personalised, contextual messages based on customer insight

Data is the key to understanding your customers and delivering new insights, but data in itself is just a series of 1s and 0s until you can bring meaning and interpretation.

Knowing and understanding your data is the first step in delivering relevant communications and customer value, as you turn raw data into information and then actionable insight. Starting this journey however can be a difficult step as highlighted in the 2013 Teradata Data-Driven Marketing Survey which stated:

‘Nearly 50 percent of marketers agree that data is the most underutilised asset in their organisation, with less than 10 percent saying they currently use what data they have in a systematic way’

Where to start?

There are several ways to data discovery and data…

Techniques for mapping your customer journeys across different touchpoints

Understanding your customer and how they interact with your business directly and indirectly is critical in driving improved value, repeat business and longevity of relationship. To deliver this and to be able to create a communication strategy which builds a conversation with your customers, it helps to visualise current and planned customer journeys and the key touch points across different marketing channels. So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds? This post has been written to provide advice and guidance to marketing professionals on the key steps to mapping your customer’s journey with you.

Understanding the Customer Touch Points and Channels

When beginning to look at a customer journey, a good place to start is the various touch points a customer…