Jill and Aiden hosted a talk on How to Nurture and Measure Throughout The Customer Journey at Digital Elite Day. This intense day of sessions was designed to boost knowledge, grow your network and scale up your skills in CRO and Search. The Co-Founders of The Coloring In Department covered a diverse range of essential and cutting-edge topics in SEO and SEM, sharing knowledge and expertise about new interfaces, Technical SEO Content Analytics and much more.
As marketing folk we -know- that our customers take their own unique journey, and their intent at each stage will change –only– when they are ready to move to the next stage in the relationship.As a business, surely you’d want to be found for every stage of the journey? For all queries? In all circumstances? Of course you would.Now, how do you do it?
We think it’s a blend of the customer journey, keyword modifiers and a sprinkle of UX customer empathy mapping, but that’s a bit of a mouth full so we just called it – “The Consumer Cross Stitch” ©. On top of that, since you can’t get away without measuring your work, wouldn’t it be dandy to show the person who signs the cheque – aka your budget, your agency, your job, the impact of the work –you– are doing? Nodding yes? Thought so.
At this talk, we showed people how to use Google Analytics to correctly attribute work across the customer journey. Very handy, considering most reports skew in favour of the last channel, campaign or page that scored the goal – thereby, getting all the credit.