Merkle Releases Customer Journey Analytics Handbook

COLUMBIA, Md.–(BUSINESS WIRE)–Merkle (, a number one technology-enabled, data-driven buyer expertise administration (CXM) firm, as we speak launched The Complete Customer Journey Analytics Handbook. The handbook outlines the important thing elements of this confirmed technique for buyer journey optimization and breaks down one of the best approaches for implementation.

Delivering related buyer experiences has all the time been important to attracting prospects, constructing loyalty and advocacy, and driving interactions and income. Customer centricity has by no means been extra related than as we speak, as shopper conduct accelerated digital transformation through the pandemic. At the identical time, considerations about belief and privateness are driving elevated scrutiny on the protected and moral remedy of buyer knowledge. The self-discipline of buyer journey improvement has been rising in significance for a lot of organizations – particularly with the rise of first-party buyer knowledge and the deprecation of third-party cookies. This handbook emphasizes that designing buyer journeys ought to not begin with subjective buyer views, however slightly be rooted in knowledge.

The utilization of first-party buyer knowledge is essential in permitting companies to higher perceive after which ship real-time and privacy-safe experiences for shoppers throughout channels. The Complete Customer Journey Analytics Handbook shares six essential steps within the cycle that companies should deal with inside their CXM apply:

Connect and improve knowledge: The most foundational side of buyer journey design lies within the capacity to determine, accumulate, synthesize, and act upon a number of dimensions of information attributes.

Define the data-driven journey: CX analysts and designers ought to translate the information into insights which can be cast into actionable enterprise methods and techniques.

Devise a check design and call technique: This permits an understanding of the measurement framework, technique, and KPIs used to discover theories that yield an optimum mixture of messaging, artistic, and techniques to drive desired buyer actions.

Operationalize: Operationalizing analytics brings knowledge throughout the shopper journey to life.

Apply real-time decisioning and optimization: Decisioning applied sciences are on the core of the clever layer that permits manufacturers to orchestrate all buyer interactions throughout touchpoints and over time.

Measure: There is a distinction between “reporting” and “incrementality,” and studying easy methods to adequately implement each will assist keep away from a wasteful path.

“The thought of making an exceptional buyer expertise has continued to be prime of thoughts for entrepreneurs throughout industries. However, many entrepreneurs miss the highly effective alternative of creating data-driven, actionable buyer journeys,” stated Shirli Zelcer, head of analytics and knowledge, Merkle Americas. “Merkle was not too long ago acknowledged by Forrester Research as a pacesetter among the many prime buyer database and engagement companies and acquired the very best vendor rating within the analytics companies criteria1. We’re proud to have written the Customer Journey Analytics handbook to supply entrepreneurs steering on easy methods to leverage subsequent technology analytics and actionable steps for constructing and planning their buyer journeys.”

The information additionally outlines a number of first steps for organizations trying to kickstart a buyer journey analytics program. To study extra about these techniques and key takeaways, click on right here.

About Merkle

Merkle is a number one data-driven buyer expertise administration (CXM) firm that focuses on the supply of distinctive, personalised buyer experiences throughout platforms and units. For greater than 30 years, Fortune 1000 corporations and main nonprofit organizations have partnered with Merkle to maximise the worth of their buyer portfolios. The firm’s heritage in knowledge, expertise, and analytics kinds the inspiration for its unmatched abilities in understanding shopper insights that drive hyper-personalized advertising methods. Its mixed strengths in efficiency media, buyer expertise, buyer relationship administration, loyalty, and enterprise advertising expertise drive improved advertising outcomes and aggressive benefit. With 12,000 workers, Merkle is headquartered in Columbia, Maryland, with 50+ extra workplaces all through the Americas, EMEA, and APAC. Merkle is a dentsu firm. For extra data, contact Merkle at 1-877-9-Merkle or go to

1 The Forrester Wave™: Customer Database and Engagement Agencies, Q1 2021.

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