The advantages of a Customer Data Platform are great;

  • You get a 360-degree view of your customers and insights about and needs of the customer are mapped
  • You can seamlessly connect all communication; accurate segmentation, displaying personalized content, and automated marketing flows. You are able to perfectly guide the various customer journeys
  • Smart algorithms recognize opportunities and propose concrete actions for your marketing campaigns
  • This ensures effective use of your marketing budget, every euro is well spent
  • Increase in Customer Lifetime Value
  • Realization of useful first-party data for marketing purposes

With a CDP you gain insight into the needs of your customers and which phase of the funnel they are in. Thanks to a CDP you can really work evidence-based .

Full-funnel approach

As marketers, we know that a consumer is constantly moving between different online platforms and offline channels to find what he/she needs. A person can discover a product through a digital ad, go to a brick-and-mortar store to view it, and then use their phone for price comparison and further research. The path to conversion is complex and varies considerably by industry. That is why it is crucial to use a full-funnel strategy.

For every phase of the customer journey it is important to work evidence-based, a full-funnel approach. Do experiments at any time in the funnel and through different channels. This way you as a company are relevant in every phase of the journey and you use the right resources to reach your target group.

 

Evidence Based Framework

As a marketer, how do you actively get started with evidence-based marketing? The key to success is simple: start with a good foundation, the Evidence Based Framework. This model gives you the tools to get started with experiments in a structural way and thus take Australia Accountant Email Lists your marketing to a higher level.

 

You can learn to experiment

On the basis of the Evidence Based Framework and a detailed case from one of our customers DIDI, I show how such a step-by-step plan works in practice.

1. Pre-analysis

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In this phase you look at past results and start collecting data. For example, use Google Analytics to gain insight into what visitors click on, through which channels they arrive at your website, how long they stay on a page and on which pages they drop out. Really dive into the customer journey that visitors make on your website. Or use a Customer Data Platform to gain insights.


For DIDI we want to investigate how we can get their consumers to convert as well as possible via social. For this case, we look at what the competitors have done, what exactly the trends in the field of social media are and we extract data from social campaigns.

We have experimented a lot with different target groups via social media. We want to investigate for new customers, new reach, how we can convert this group as best a

After your analysis, you clarify your expectations by means of an assumption, a hypothesis. Focus on one bottleneck or one opportunity.
Examples:

”USP X has an effect on the conversion rate” = BAD (not specific and does not describe a situation)
”USP X in the header on landing page X provides a higher conversion rate by removing uncertainty” = GOOD

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