Data, Big Data, & Analytics: Successfully Leveraging Data During the Purchase Phase
SITE DATA IS CRITICAL EARLY
Early in the Purchase phase, big data collected from your website is critical as customers are actively researching specific product and pricing information on your owned digital properties.
CRM DATA BECOMES CRITICAL LATER
Prospects are now interacting with salespeople who, in turn, enter status updates into a CRM system (and/or a salesforce automation system) at the account and contact level. A customer committing to purchase your offering is obviously a pivotal moment that should impact all marketing communications. So make sure that data from these systems is connected to dictate messaging in other activities such as marketing automation, email and display.
Accurate closed-loop attribution gives insights on which content or campaigns most resonated with different roles or personas at different phases. Plus, buyer segments can be identified and mapped to content to different stages of the buying journey.
- Implement a closed-loop system – integrating CRM data and web marketing metrics to begin creating a full, high-resolution view of the customer journey.
- Connecting past engagement to current customer contacts gives you a powerful, data-backed methodology for measuring which activities, campaigns or even content assets are best meeting your customers’ needs and for measuring marketing’s contribution overall.
- Look forward: Connected data also allows you to use the behavior of previous buyers to perform forecasts based on current activity and even to predict where customers are in their journey and set up a system that sends predictive alerts to salespeople based on spiking engagement scores.
- Accurate closed-loop attribution gives insights on which content or campaigns most resonated with different roles or personas at different phases. Plus, your campaign budgets are used more effectively and buyer segments can be identified and mapped to content tailored to different stages of the buying journey.
