There’s no denying that measuring the digital customer journey frustrates many CMOs.
A recent CMO Council study revealed that the top priority of CMOs is to deliver real-time data consisting of the relevant, contextual experiences influencing their customers’ purchase journey. However, 80 percent say they’re regularly unable to connect channels of engagement back to business impact; an additional 10 percent are only able to measure against business goals using time-consuming, manual processes that involve select channels*.”
Let’s face it, using Excel spreadsheets to report clicks, impressions, conversions and more is far from what executives need for optimizing CX. Not only does it take a month to report results, many spreadsheets are fraught with data input errors and almost never produce the insights desired by CEOs.
Not to mention another emotion associated with CX measurement: fear. CMOs fear they may lose their job if they fail to measure, optimize and realize growth with customers. CMOs know it is critical to create an organization-wide view of the customer journey to ensure consistent engagement.
Despite that knowledge, 41 percent believe failure to deliver this unified view is the most significant threat to CX strategy implementation. No wonder more and more marketers “view media as a cost to the business and a complex headache, rather than an investment for growth… as their strategy cannot cope with today’s media landscape**”.
If this narrative sounds familiar, we have a solution. The Bloodhound Group offers a new digital marketing performance tool that provides contextual insights and real-time reporting for different management levels. To learn more, contact us today!
Sources:
*CMO Council. The State of Engagement: Bridging the Customer Journey Across Every Last Mile, 2018.
**ID Comms Global Media Thinking Report 2019