What Makes a Company Attractive? The Art Behind Marketing Analytics.
Posted: August 4, 2010 | John Fildes
More companies are working with outside consultants to help reveal the science behind customer behavior. It seems like just about every company is employing customer experience design and measurement services from outside experts these days to better understand the customer mindset, browsing and purchasing habits.
However, few analytics companies have fully realized the importance of studying the role integration plays in the science. And that is why EMC’s acquisition of Conchango is not only refreshing, but should give consumer product and retail companies confidence that the art behind the science is being considered and factored appropriately.
After all, multi-channel marketing is much more then segmentation, tactics, capturing metrics, and studying them to turn analytics into actionable insights. In fact, most experiences begin with one simple factor, attraction. May it be visual or messaging that connects with the customer, the science is often the result of the creative. And as more analytics companies begin to take those factors into consideration, the more their clients will win and gain true insight into their customer’s behavior and be able to pinpoint what it is that achieved that first point of attraction.
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