At an overall level, but also at customer group or customer level. For example, think of click paths on the website, content preferences, use of the app, transactions, opens and clicks in the e-mailings. You want to be able to measure this customer behavior at all touchpoints and in the phases of the customer journey. For this you need a CDP, a measurement plan and measurement methodology.
In addition to viewing the available data, you can also executive list conduct quantitative or qualitative customer research to get to know your customer better. Step-by-step plan for marketing automation. 3. Devise campaigns & matching content Steps 1 and 2 have given you a clear picture of the communication and channels that are needed at different times to be able to develop that ideal customer journey.
You can develop new contact moments or campaigns to prevent the pain points and moments of withdrawal and to positively influence the customer's emotion. Think not only of conversion-oriented but also service-oriented campaigns. You directly attune the content of the content to the relevant phase and step into the customer journey. This way you create relevant content that helps your target group and supports your strategy. Also read: Marketing technology.