Customer journeys are more complex, and outdated methods can’t bridge the gap
Customers are using multiple devices to interact with a brand. These cross-device experiences mean that the customer journey is simply more complicated now. There’s data coming from the social media account; data from the website; data from the marketing emails; data from the app. And that’s just the tip of the iceberg.
While customer journeys have become more complex, many businesses have stuck to the old ways: trying to force-fit web and marketing analytics—with a combination of business intelligence tools, heat mapping, and anything else that can track data—to answer questions about customer behavior.
But these dated solutions were built for a pre-2020 world: when the idea of every company becoming digital-first seemed years, not months, away.
Vast data, complicated workflows, and interconnected stacks translate to limited visibility and lost agility when teams don’t have the tools to see a full view of the customer journey. And it’s even worse when they’re working in silos, delayed by outdated processes, and making decisions based on gut instinct instead of rich data.
The cookieless world is here, and third-party web data wasn’t sufficient to begin with
On top of this complexity, there’s a new reality companies need to confront: the cookieless world.
For years, it was standard practice for marketing teams to gather customer insights from third-party web data. This data is often sold by third-party companies that track user engagement through website cookies, which is a small bit of data that is used to identify users and monitor their activity.
GDPR and other privacy laws have now placed limits on the processing of personal data, user identification, and cookie tracking—as they should. Companies need to move beyond third-party web tracking and work with technology that is data neutral and agnostic, and provides total privacy and control over any first-party product data.
Beyond that, tracking users through ad clicks, page views, and third-party web data is a practice of the past. Leaning into the future means leveraging anonymized, first-party product data to understand which digital behaviors produce desired business outcomes—rather than drilling into the click rate of ads or bounce rate of webpages.
Customers demand better digital experiences, and your business needs a product-led mindset to meet those demands
Customer expectations for digital products and services have never been higher. When you’ve used apps like DoorDash and Instacart, you won’t settle for less.
In a world of abundant choice, companies need to offer dynamic, compelling digital products and services to compete and survive. Digital optimization is how you meet the moment.
Entire industries—such as the taxi industry—went to sleep at the top of their game, only to wake up and find that sticking with the status quo made their products and services irrelevant. You just don’t know when disruptions will happen to you. It could be today, tomorrow, or next year. And that’s the problem. You can’t predict the timeframe; all you can influence is how you operate, starting now.