Marketing touch points

Techniques for mapping your digital customer journeys across different touchpoints with the RACE Framework

Understanding your customer and how they interact with your business, directly and indirectly, is critical in driving improved value, repeat business, and longevity (and value) of your relationship. That's why you need a digital customer journey example. Digital customer journey mapping helps you create a communication strategy that builds a conversation with your customers. Following your digital customers' journies helps you visualize current and planned customer journeys and the key touchpoints across different marketing channels. So, where do you start when looking at your business and the journey a customer takes in the initial phases of a decision-making process and in follow-up phases as the relationship builds?

Using the RACE Framework to create digital customer journey examples

Our popular RACE Framework gives marketers a solid structure upon which to base their market research, customer experience (CX) analysis, customer journey mapping -…

How to increase communications relevance through more personalised, contextual messages based on customer insight

Data is the key to understanding your customers and delivering new insights, but data in itself is just a series of 1s and 0s until you can bring meaning and interpretation.

Knowing and understanding your data is the first step in delivering relevant communications and customer value, as you turn raw data into information and then actionable insight. Starting this journey however can be a difficult step as highlighted in the 2013 Teradata Data-Driven Marketing Survey which stated:

‘Nearly 50 percent of marketers agree that data is the most underutilised asset in their organisation, with less than 10 percent saying they currently use what data they have in a systematic way’

Where to start?

There are several ways to data discovery and data…