Analytics is used to understand user and visitor behaviour in a detailed way. Previously, there was no way of measuring customer interaction on the website. However, analytical tools like Google Analytics shows every touchpoint of the visitor. How they enter and interact with the website can be known from the data received from these data.
However, this hugely important data is ignored or, at least, not utilised properly, by most of the companies. In a survey, 50% of companies from Australia and New Zealand who use digital marketing, said that they have some understanding of customer journey and only one third has made any investment to improve the visitor interaction with the site.
This means, if you invest time, effort and money on understanding customer journey, you can stay ahead of the competition. Among some of the more tangible benefits, you can expect more efficient media budget allocation, better understanding of customer metrics including decreased time to conversion, better customer retention and better net promoter score.
With so many advantages of tracking customer journey, it is really astonishing that companies are not exploiting this data. Moreover, most of these data are easily available from Google Analytics by default and no special or advanced setting is to be done. It is not at all difficult to get this data.
While we can not expect every agency of digital marketing in Thailand to immediately plunge into this, we can expect them to at least take notice of this important metric in 2017.
However, this hugely important data is ignored or, at least, not utilised properly, by most of the companies. In a survey, 50% of companies from Australia and New Zealand who use digital marketing, said that they have some understanding of customer journey and only one third has made any investment to improve the visitor interaction with the site.
This means, if you invest time, effort and money on understanding customer journey, you can stay ahead of the competition. Among some of the more tangible benefits, you can expect more efficient media budget allocation, better understanding of customer metrics including decreased time to conversion, better customer retention and better net promoter score.
With so many advantages of tracking customer journey, it is really astonishing that companies are not exploiting this data. Moreover, most of these data are easily available from Google Analytics by default and no special or advanced setting is to be done. It is not at all difficult to get this data.
While we can not expect every agency of digital marketing in Thailand to immediately plunge into this, we can expect them to at least take notice of this important metric in 2017.
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