In the previous blog we recommended some analytic tools. To summarize, it’s important to make perfect conclusions out of the information you get on your website. A good analytics tool will help you visualise the needs of your customers and figure out who they are.
Now it’s time to make client profiles with this information so we can convert the information into marketing campaigns and target the right audience.
What if I told you that implementing a Customer Data Platform (CDP) fueled by Artificial Intelligence could easily point you in the right direction and could give you deep insights into your visitors and future customers? It enables you to make the black box of your website data transparent so you can act upon different visitors with different interests.
A CDP is a great way to get to know your customers. The data you gather can be used during the entire customer journey and to create new journeys.
The AI system will be able to fill your Customer Data Platform with information about your visitors. Information such as their interests, sessions from landing page to bounce page, including the conversions they made, recommended products based on their behavior and many more.
Before going into the recommended CDP tools, I will quickly visualise the difference between an analytic tool and a CDP by comparing Google Analytics to Kissmetrics.
Kissmetrics
A behavioral analytics tool, designed to access information about your customers and how they interact with your website or product. Knowing how users interact with every feature can help you increase your user’s engagement and improve your pages’ conversion rates. KissMetrics also enables you to create A/B tests to see how changes you are making on your website or product can affect your results, and make sure you are choosing the right variations to help you reach your goals.
Who is it for?
Kissmetrics is a good fit for marketers aiming to create an effective marketing dashboard to better understand their users. The data provided by KissMetrics can be used to increase conversions, get a higher customer engagement and perhaps improve the overall marketing results.
Pricing
KissMetric pricing is based on the number of events you wish to track, features used and given support by KissMetrics. It ranges between $220 – $1,400, or higher should you need to track more than 10M events.
Segment
Segment is a customer data platform that helps engineering teams to save cost and time on their data. Their marketplaces offer Product, BI, and Marketing teams access to 200+ tools (Mixpanel, Salesforce, Marketo, Redshift, etc.) to better understand and optimise customer preferences for growth. All integrations are fully accessible and pre-built through a central dashboard.
Pricing
Microsoft dynamics 365
Microsoft Dynamics 365 Customer Insights helps to drive engagement through intelligent customer analytics and give employees the relevant insights they need to better understand and engage with customers.
Adobe experience platform
Adobe Experience Platform is the most powerful, flexible, and open system on the market for building and managing complete solutions that drive customer experience. Experience Platform enables organizations to centralize and standardize customer data and content from any system and apply data science and machine learning to dramatically improve the design and delivery of rich, personalized experiences.
Built on open APIs, Experience Platform exposes the full functionality of the system to developers, supporting the easy integration of enterprise solutions using familiar tools. Experience Platform also supports partners to build and integrate their own products and technologies as needed. This power and flexibility makes Experience Platform unique in the market. It gives partners, customers, and a community of developers a foundation on which to build innovations that drive The Experience Business: exceeding customer expectations by delivering a continually improving, fully-personalized experience drawn from a 360-degree view of the customer and their individual preferences.
Leadspace
Leadspace CDP combines comprehensive Data Management capabilities and unrivaled 3rd-party data coverage, with industry-leading Artificial Intelligence (AI)—giving you the data and intelligence to truly understand your customers, drive personalized Marketing and Sales engagement, and grow your business faster. Our Activation products provide a simple, straightforward way to integrate Leadspace CDP into your existing Sales and Marketing channels, as well as to visualize, analyze and optimize your data and scoring models on-demand.
Conclusion:
If you want to connect website analytics with a customer profile, you can centralise this information in a customer data platform. In this data platform, you can see customer information based on which actions they took on your website.
You can create customer journeys and see how many people are in each step of the customer journey. This way you can adapt when the conversions are not good.
In the next blog we will show you how to optimise conversions based on different variations, through A/B testing.