Actian Blog / The Customer Journey and the Role of Data

The Customer Journey and the Role of Data

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A typical buyer’s journey moves through distinct phases starting with Awareness, continuing on to Consideration, Purchase, and Onboarding/Post-Purchase, and hopefully ending in Advocacy. Much of the journey is carried out digitally – up to 67%, according to some estimates. Data breadcrumbs are left behind along a digital path, as people search online, sign up for activities, open emails, buy products and post reviews. Each of these signals tells a story.

But how can marketers make sense of the story? That takes skill – and a helping hand from modern technology.

First, marketers do what they can to encourage customers to keep moving forward. They do this by feeding the types of content customers crave based on where they are in their journey. Each interaction gives marketers a chance to collect and interpret the digital signals – and the more signals, the better. As they pull mounds of data from all the different channels, apps and information sources, marketers consolidate it into a single profile – often referred to as a 360-degree view of the customer. Once the resulting event table is established, organizations can respond more strategically with the appropriate message at the appropriate time in the right channel.

A cloud data platform enables that 360-degree view. It integrates data from all sources and puts it in one place. This allows analysts to explore what’s there to ferret out patterns and trends. The insights generated can be put to good use, such as predicting buyer behavior, preventing churn, or recommending offers that are meaningful. This turns a run-of-the-mill customer experience into a positive engagement, personalized for each buyer’s journey.

Still, a cloud data platform doesn’t just enable a 360-degree view – it opens up a whole new landscape for marketers. While customer data platforms, or CDPs, offer a view of the customer, a cloud data platform like Actian Avalanche gives you so much more. The same people, the same investment, the same data, and the same processes can be used to analyze other sets of data. This allows marketers to review other types of data – everything from financial to supply chain to support – and use it to enhance the customer experience.

Actian Avalanche helps companies understand where customers are, and where they’re going. Using sophisticated analytics, companies can better interpret customer sentiment and intent when interacting with your brand and/or products, which can also be a valuable asset for other parts of the organization. Better insights can fuel product and service development, improve customer service, and make financial planning more efficient.

At Actian, we’re focused squarely on customer experience. We provide that integrated, customer data-360-degree view that enables you to know your customers and respond to them in the most strategic way possible. With Actian Avalanche, you not only understand the customer journey, you make it memorable.

About Jennifer Jackson

Jennifer Jackson serves as Chief Marketing Officer of Actian, where she is responsible for developing and executing the company’s global marketing strategy to drive growth. She brings 25 years of technology experience with a focus in branding and digital marketing to Actian, leveraging a data-driven approach stemming from her background in chemical engineering. Prior to joining Actian, Jennifer served as Vice President, Digital Marketing and Strategy at Teradata, where she led the digital, strategy, and operations functions focused on web modernization and strategy execution. Jennifer is driven by customer outcomes and has a passion for data and analytics, continuous improvement, and championing women in STEM.

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