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From Customer Experience to Customer Loyalty: Great Digital Experiences Start With Accurate Analytics Data

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5 Step 5: Use Accurate Data to Create Customized Experiences Maintaining a customer focus and ensuring accurate data helps your team make decisions based on accurate customer insights that deliver high-quality, customized experiences to customers. This customization (which is essentially automated decision-making) can be applied to many fac- tors. While in her position as product manager for Google Analytics, Krista Seiden spoke at length about how accurate data and insights allow you to customize by location, traffic sources, and even specific actions customers engage in on your site. For example, if a customer indicates an interest in a particular product or service on your website (such as clicking/searching or placing an item in a shopping cart), customize the subsequent pag- es the customer views to further build context around their interaction with the previously clicked product or service. A more full understanding of your customers will allow for successful retargeting in a way that builds trust and loyalty. (But of course, only if you have accurate data.) In other words, well-crafted customization will allow you to better serve the specific needs of your customers, which will result in greater customer loyalty now and into the future. Create Customer Loyalty with Accurate Data When working on building better customer relationships, remember that goal whenever conduct- ing data analysis. Doing so will provide you with critical insights for creating the experiences your customers crave. But in order to create these great digital experiences, you need to ensure the data is accurate. Maintaining accurate data is made much simpler and more consistent when you implement a data governance solution like ObservePoint that validates marketing technologies and restores confidence to data-driven decisions. See how ObservePoint can help you maintain trustworthy analytics data. GET STARTED

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