So you are a digital leader, but your CEO wants more and more ROI on your digital investment .. what next?
Where can you find proven 30% reduction in cost per customer acquisition in 90 days. Exceeding client engagement campaign objectives by 149%. 30-60 days to positive ROI. Take a hard look at your internal and external data strategies. Read on.
You have implemented your digital marketing platform (DMP) comprising a high impact, personalized, Multichannel Digital Experience Management engine covering web, mobile and social channels, a Campaign Management tool to target email, mobile messaging (direct and in-app) and social posting, all wrapped with analytics everywhere so you can monitor your engagement levels near real-time and adjust your strategies accordingly, you have even recently integrated a chat tool so your customers can contact you more easily.
You are performing this against a series of defined customer segments with customer journey maps produced from a 6 month design thinking program. You are solving your content management governance issue so that you increasingly present the right content to the right person at the right moment. You have an ongoing data integration and management project underway to improve data quality and identify golden customer records.
You are using Google ads to drive direct customer digital, have moved some of your budget to Facebook ads because you can feel that movement happening plus using Linkedin to target business partners and agent recruitment. You have even embarked on an exploratory project with Whatsapp because you know that global movement is gathering pace even in the USA.
You have integrated this wonderful “machine” with your CRM system, with your legacy transaction systems, with your external suppliers for near just-in-time provisioning and have even completed your first two API enablement projects to plug your capabilities into a couple of goto market business partners.
You have an agile, continuous improvement customer experience team in place working every hour of every day to continue elevate your results even using external benchmarks and consumer research to drive this and they have just launched a series of results and customer segment engagement analytic visualization dashboards which even your COO has posted on the display outside her office.
“Better Data Input = Better Results & Outcomes” is the new, positive spin on “Garbage In Garbage Out”.
One key competitive weapon to take a hard look at your data inputs. A new wave of adtech data and solutions providers are emerging, including Customer Results partner Clickagy (www.clickagy.com), providing significantly greater data accuracy and customer insight to drive your digital strategies, the results are outstanding and because it is at the source of your actions it ripples directly through to your Digital ROI.
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