Are your Marketing Efforts hurting Sales? The Need for a Consistent View of the Consumer

It’s not an easy task to determine marketing impact and find an easy way to drive a higher ROI. This has caused big issues for marketing professionals around the world.

One of the critical areas where marketing professionals are experiencing issues is having a consistent view of the customer. This is very important if you want to enhance your attention and hit maximum satisfaction. If you fail in the aspect of having a consistent view of the customer, this could cause a huge challenge when marketers aspire to maximize the performance of their marketing mix.

Marketers have a view of call center performance. They obtain reports galore on email marketing open rates. Their point-of-sale (POS) systems and other channels deliver retail sales numbers and brand tracking studies to help them assess awareness. The challenge is easily understandable but could be difficult to solve.

People might say marketers are managing their business by these metrics — and keep wondering why there is a need for the view of the customers. The Marketing Mix Models aren’t fast or detailed enough. Digital Attribution lacks a holistic media view. Data management, analytics, and optimization need to be connected to systems to implement action.

If you divert from having a consistent view of the customer, you might be ignorant of the fact that display advertising with coupons was converting because of interaction with the TV campaign running consecutively.

It is required that we have a consistent view of consumers as professional marketers. Moreover, we should also recognize that we must aid members of the marketing team to understand their own part to success. Engaging fractional attribution that looks at the complete customer journey, as well as applying empirical analysis, is advisable.

People that rely on customer-centric, consumer-journey driven decision-making will have a real competitive advantage in the marketplace. Recent solutions provide insights in such a timely fashion that agile marketers can employ them into active campaigns to enhance massive performance improvements, rather than waiting for a longer period of time to see results.

Interested? Check ADOHM for more details.