By this point, the vast majority of marketers use some customer data when building out strategies; but managing all that data can be overwhelming. In fact, most companies say their biggest challenge to data-driven marketing success is the lack of data quality and completeness. Anvil’s data-fluent experts will partner with you to transform your audience and customer data insights into a customer journey framework, with actionable insights, so you can better know (and message) your customers.
Why Choose Anvil For Your Customer Journey Services?
A robust and trackable set of customer journeys will help you know your customers better, allowing for messaging crafted and optimized to specific channels and to specific customers, at the time they are most likely to engage and convert.
By listening to the customer from a cohesive & holistic view you will:
- Only need to market to users when, where, and how they want, not waste budgets with blast messaging
- Allow for more personalized marketing
- Create true attribution models
- Better match marketing efforts to your business goals
- Better understand customer value
- Achieve true ROI
- Create more dynamic and automated marketing plans
Customer Journey Audit & Plan
Anvil will audit your data to better understand the landscape of targeted customer segments and personas, for all marketing touchpoints and campaigns, in order to update and create new customer journeys. Deliverables can include:
- Map and audit of your customer profiles:
- CRM data and any other customer databases (including web, social media, and third-party vendor data)
- All sales data (including POS and e-commerce)
- All trackable online events
- Top target customer types, with nominated KPIs
- Strategy for customer journey messaging plan, including:
- Channel specific insights and recommendations
- Data tracking recommendations
- Competitor analysis
Customer Journey Implementation
With a strategy in place for mapping and messaging your users, Anvil will create master customer journey models for each target group. Deliverables can include:
Creation of 2-5 customized customer journeys, to include:
- Map of products to target customers
- Map of desired behaviors to target customers, to include conversion funnel visualization
- Map of common marketing touchpoints to each journey
- Include entry and exit points for users as they progress along their tracks
- Defined trackable touchpoints, with messaging suggestions
Once created, these journeys can be tested against real user data and further optimized.
We will also provide a Customer Journey Services Workflow, to include:
- Strategy/mapping stage
- Data collection stage
- Merging & cleaning stage
- Analysis stage
- Reporting stage
- Optimize, Test, Iterate stage
We’ll assign specific tools and platforms to each of the above stages (including data maps, customer journey data visualization, and marketing automation environment recommendations).
Customer Journey Management & Reporting
Anvil will continually monitor and optimize the execution of your customer journeys, as well as messaging strategies applied to them. We’ll also oversee the ongoing management of your messaging strategies tied to journeys to ensure ongoing improvement. Additional activities are likely to include:
- Monitoring of messaging campaign data (multi-channel)
- Monitoring of conversion funnels
- Ongoing refinement of target customer segments and personas
- Ongoing updates of journey mapping, based on real data from your customers
- Reporting & Analysis: monthly tracking and trending performance over time, outlining action items based on data
- Lead a quarterly strategic review and planning meeting that provide a high-level overview of performance to date, fresh industry and competitive insights, and digital marketing opportunities for the future
- Strategic consulting, with outreach best practices, industry trends, and growth opportunities