Marketing Automation
Why is it important to monitor the customer journey and customer lifetime value? How does it help you increase the value of the customer relationship? Let’s see together.
We already know how Marketing Automation allows us to aggregate different sources of information and segment our audience . It also allows us to track the user's customer journey and therefore helps us improve and increase the value of the relationship between customers and the brand , let's see how.
A premise on the customer journey
The issues to be addressed in a marketing automation project for the customer experience are italy cell phone number list not only technical (selection and accessibility of data, storage, platforms, etc.), but also commercial and concern a broader strategy for managing the relationship with its consumer.
First of all, it is therefore necessary to be able to answer the following questions:
When and how does the company meet the customer?
Who are the people or activities that concern him?
Where and on which channels does the interaction take place?
How to re-engage people when they no longer interact with the brand?
To start a marketing automation project, you need to map the customer journey , understand where the information comes from and establish when and how the brand intends to interact with the user. Based on this, it will be possible to segment users taking into account their online and offline behavior, putting this information at the service of business objectives.