How to build a Customer Journey with Data
Success story: How a food chain managed to create a Customer Journey and execute strategies for each stage using to data.
One of the topics that bring more discussion among marketers is the use of data to create strategies, there is no doubt that data is amongst the most important assets of brands. However, there still is uncertainty about how to obtain that data, how to interpret it, and how to use it to create effective strategies.
In this case, we are going to show how Goo helped a food distribution chain to create a Customer Journey based on their data.
The first step was to integrate all their digital marketing data on a single platform and transform it into insights through Goo. Goo integrated data from social listening, audience intelligence, performance, ads, among others. Then, all the data was analyzed to identify opportunities and threats in each stage of the Customer Journey.
Read: WHICH TOOLS ARE MOST SUITABLE FOR MY BRAND?
The audiences were analyzed by age, gender, location, channels, personality traits, forms of payment, purchase influencers, and identification of micro-segments.
Some of the features to be highlighted were that the audience was young, outgoing, with a great sense of humor, influenced by social networks, with a high interest in dancing and interaction at night rather than daytime hours.
The areas of opportunity and risk for the brand were recognized through the conversations of the audiences and their feeling towards the brand.
The most mentioned products of the brand and the competitors, the products with the highest purchase intention and the factors that determined the purchase such as the pick-up service or home delivery, as well as the most relevant pain points such as hours of operation were identified. Also, attention or service and forms of payment or delivery.
KPIs relevant to the brand were established and each of the metrics were monitored. With the data obtained and insights generated, different strategies were recommended to implement at each stage:
- Generate more content of the most mentioned product of the brand.
- Create campaigns with humorous content about the brand’s product vs that of the competition
- Create a segmentation by interest in dance
- Product promotions with the most mentioned product in the consideration stage
- Create more content on pick up vs. payment delivery.
- Promote family products,
- Promote and get an alliance with the delivery-app most used by the audience.
- Extend the service hours until 11 pm
In conclusion, marketing analytics tools, such as Goo, allow you to analyze all the information generated by your brand and audiences to integrate them into your marketing processes, create new strategies, recognize the actions that generate the best results and stop or correct the ones that are not.