From the course: Marketing Analytics in Action: Drive Growth and Communication with Data Insights
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Leveraging your customer journey for strategic insights
From the course: Marketing Analytics in Action: Drive Growth and Communication with Data Insights
Leveraging your customer journey for strategic insights
- [Instructor] I'm going to talk about how to leverage your customer journey for strategic insights so that you can utilize what you understand about your customers to drive growth. That's important because traditionally, marketing departments focus primarily on creating awareness, generating leads, and promoting products or services through various channels. The primary metrics were often related to brand recognition, advertising reach, and sales growth. Modern marketing has shifted to a more customer-centric approach. Companies recognize that understanding and managing the entire customer journey from awareness to purchase and post-purchase experiences is crucial for building long-term relationships and driving customer loyalty, and marketing plays an important role through that entire process. A customer journey is the path customers take when engaging with the totality of your organization, including your brand, your people, your processes, and your systems, right along with your…
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