Customer journey analysis: optimise channels with a system!
Our own experience and a wide range of customer surveys show this: Today's shoppers want and need to be addressed via different channels and be able to (re)act in the same way. The right channel mix in the advertising approach during the course of your customers' customer journey is the decisive success factor for your measures.
However, it is important to realise that a preference for certain information and marketing channels does not necessarily go hand in hand with a preference for the corresponding sales channels. Each person prefers their own mix of information and purchasing channels. Successful data-driven marketing is characterised precisely by taking these individual preferences into account in a targeted manner.
Even if you don't have any data on the channels used or preferred by your customers: Our data scientists can still show you the channel preferences and even the use of certain channels by your various target groups. Based on your available data and the more than 600 enrichable characteristics from the AZ DIAS audience targeting system, we determine which target groups prefer which information, marketing and sales channels.
The findings can be transferred into corresponding target group models and subsequent potential analyses, address evaluations and selections, which are partly based on real online and offline transaction data in your industry and are possible in such detail thanks to our cooperation with renowned market research companies such as Kantar or IfH Cologne.
This allows you to address customers across different media via precisely the channels favoured by your customer base and potential new customers. Your campaign planning and campaign management can therefore be optimised.
Whether postal mailing, email, programmatic advertising or social media channels such as Facebook or Instagram: We work with you to implement all analysis results in all relevant channels!
This allows you to actively and successfully shape the customer journey of your shoppers:
Knowing which channels your customers prefer to use for what
Use of the unique AZ DIAS audience targeting system
Access to the customer journey typology developed jointly with the IfH Institut für Handelsforschung
Enrichment of your own customer database with additional channel-relevant information
Sound cross-channel planning and control with scorecard-based evaluation and selection of reach in third-party address databases and in your own customer base with regard to channel affinity
Optimum budget utilisation for upcoming cross-channel marketing campaigns
Sustainably successful and profitable new customer acquisition
Optimise your advertising channels - with a system!
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