The Digital Consumer Journey, Pt. 2
Welcome to Part 2 of the Digital Consumer Journey. Next, we take a quick look at how to organize and use data to formulate the perfect plan for each client, and what areas you can look at when determining the success of a digital marketing project. Review Part 1 and then dive in!
Mapping the Journey
The key to providing consumers with the content they need is data. More specifically the proper organization and utilization of the data available to us. With the capabilities of current technology, there is no reason we should be serving irrelevant ads to consumers.
Proper mapping of the consumer journey prior to the campaign launch is essential. Mapping the journey allows us to understand what interactions will likely need to take place before conversion. If we understand the journey that consumers will go through before conversion we can properly track the interactions taking place throughout that journey.
Once we have mapped out the journey we can place a multitude of tracking/data points across the user’s experience from the very first impressions, to ad engagement, to website activity, and through conversion. The more intricate our map and data points are, the better we will be able to personalize ads for the consumer.
Tracking Points
Below are some general examples of data points we may want to track.
- Detailed website interactions
- Impression tracking
- Creative interaction tracking
- E-commerce tracking
- Conversion tracking
Each of the examples can be broken down further into specific actions or engagements. Website interactions might include; website visits, pages visited, scroll depth, CTA interactions, time on page, behavior flow, etc. Creative interactions might include; impressions, banner area hovers, banner area clicks, CTA clicks, etc. This is just a small example of some tracking points that may be used.
The number of tracking points we can implement is somewhat overwhelming. This is why properly mapping the journey is our first step. With a proper map in place, we can then decide which tracking points are the most valuable and implement accordingly.
In our next post we will look at building up database segments and how we can hyper-target those segments.