Adapt to Grow

Measure Your Customer Journey

There is a lot to consider when you are planning a marketing campaign.  Where do you start and how do you avoid breakdowns during the set-up process?  Here are few points to keep in mind during your planning process.

Define Your Goals

When you first sit down and begin to develop a campaign, I urge you to consider these two goals; clarity and intention.  Throughout the entire process make a point to actively remind yourself to deliver a very clear message with a focused intention.  

Step one is to define your KPI, whether that be generating new customer leads, sponsoring an event, promoting a new product/service, increasing brand awareness, or trying to grow your contact list.  Whatever the end goal is, be very clear on what you are looking to achieve and set specific, measurable goals before you do ANYTHING else.  

Customer Journey – Know your Audience 

At Adapt to Grow we are all about understanding the data with empathy.  Knowing your customer and understanding their “why” will help influence the message, creative, cadence, and tactical approach to your campaign.  What do they look like?  What are their needs that are driving their purchase behavior?  What is their LTV and most importantly, why would they buy from you?  Can you answer these questions?  If not, where can you find out? 

Your customer data (1st party data) is one of the most important tools you have as a marketer.  All of the answers to the previous questions are right there in your CRM platform.  You already have the insights you need to help grow your business.  

Tip: If you are a visual learner like me, I would urge you to invest in some data visualization tools to help you see and different trends in your data.  If you don’t have these tools already built into your CRM or you don’t have a CRM at all, here are a few that I would personally recommend looking into.  

Data Visualization tools: 

  • Tableau (Best tool I have used for reporting and customized graphs)
  • DOMO (user friendly with real-time integrations)
  • Google Charts (great for displaying data directly on a website)
CRM Platforms:
  • Salesforce (excellent for tracking leads and sales cycle processes)
  • (wonderfully customizable for businesses of all sizes)
  • Insightly (perfect for small businesses and automation) 

Map your path to conversion

Each marketing tactic should have a purpose and function all on its own but still fit within a larger plan to accomplish your marketing objective.  For example, if you are offering a direct to consumer product or service and you are activating Google Adwords, Email Marketing, Direct Mail, and Site Retargeting there are multiple paths that you can lay out that will lead the way for your prospect’s journey to becoming a new customer.  

My advice is to get visual!  Actually draw out the process in black and white or in full color, just map it out.  I have found that by physically looking at something from a different vantage point, it can help me connect the dots in ways I wouldn’t have thought of before.  As you are drawing this out, think about the story you want to tell.  What is going to impact and engage this audience the most?  How do you measure its effect?  

Tip: Once your path is mapped, be sure to check and double check that links are functioning and pixels are firing correctly.  You can’t optimize what you cannot measure.

Identify dependable measurement tools

The customer journey is not a straight line.  It has curves, slopes, pivots, and gaps.  Putting markers in place to capture actions and non-actions throughout this journey is vital to every campaign.  Luckily there are plenty of tools in place to help you collect the data that you need to measure your performance!  From UTM codes that track website activity to coupon redemptions that track back sales activity, where do you start and how can you aggregate it all in a way that can be easily translated into reports and actual insights?  

Start simply, set up your Google Analytics with defined goals and UTM tags on all links that are directing traffic to your website.  Make sure that all of your digital campaigns have the proper pixels in place to not only capture traffic and click activity, but conversions and sales activity as well.  Once you are tracking all streams of activity from your website, set up an API so that all of this information can be ingested and available in your CRM platform where other offline customer metrics should be maintained as well.  This is where you can start to gain a deeper insight into your customer journey and develop new ideas on how to find the right customer, faster.

If you are feeling overwhelmed and you want to talk to someone about how to learn more about your customers, I urge you to call us at Adapt to Grow.  We will help you understand your data and set your team up for success by rethinking the customer experience!

About the Author

Meg Ugenti

Meg Ugenti

Meg Ugenti is the Corporate Director of Sales & Marketing at Focus USA, a data and analytics company that specializes in digital and direct marketing solutions. She is a 10-year Focus USA veteran and has held the positions of Senior Client Relationship Director and Vice President of New Business Development. Meg has built and sustained long-term strategic relationships utilizing data intelligence to benefit her client’s online and offline marketing channels. Meg’s client roster ranges from internationally recognized brands, wholesale agency partnerships, to small-medium business owners.