How Customer Analytics Can Give You Insights That Others Can’t – And Gain a Long-term Perspective
Most of the classical KPIs that are used by marketers and analysts, and are recommended by industry experts, are basically snapshots. They only look at a small timeframe and don’t consider customer or visitor types or even their development. Typically, when we talk about customer journey it means a time range between the first marketing contact and a conversion – sometimes even more reduced by limitations like 30 days post click or post view. But in the same way as no business can survive without a long-term strategy also no good reporting and analytics should exclude long-term effects and developments. In the worst scenario all classical KPIs show a good performance and still revenue stagnates or even sinks. And you would be surprised how often exactly that is happening. That is why in our new Customer Insights Dashboards for Mapp Intelligence customer analytics and customer development play a crucial role and you will find…