Data for customer engagement analytics can be collected in several ways. You can track customer interactions with the product, use session recordings, use heatmaps to see how customers behave in your app, and segment customers based on content engagement and the experiences they had, etc. These six practices help marketers convert customer data into knowledge that drives higher engagement. A business can use the information gleaned from data analytics to improve customer engagement strategies, even to formulate

a new strategy.

Data-driven marketers can also learn which analytics methods to use — conversations, behavioral data and more — that will strengthen customer engagement. Businesses have always relied on what their customers tell them in order to improve their services and products. Now, businesses don’t need to wait for their customers to speak directly to them. Using big data can help you to know what your customers want before they even know what they want.

And it’s not enough to simply know what your customers need now. You also need to know what they’ll need in the future. Using website analytics such as those identified above can help marketers understand how customers feel about the company’s products and services. Measurement and analytics allow brand marketing and performance marketing to complement each other for the customers’ benefit.

The report, based on MIT SMR’s eighth annual data and analytics global survey of over 1,900 business executives, managers, and analytics professionals, explores companies leading the way with analytics and customer engagement. Robust analytics and insights have given marketing teams insight into how customers interact with brands, highlighting product preferences, purchase sequences, and so forth.


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