In 2021, when the digital marketing industry is evolving according to customer expectations, privacy becomes a crucial factor for digital marketers. In fact, according to a data security survey conducted by RSA, as many as 78% of respondents said that they valued their data privacy the most. It means that new practices are required for marketing measurements to respect consumers’ privacy and improve their journey. Teaming up with Google, we’ve prepared a Guide with 5 Recommendations that can help your business make marketing measurements in a better and smarter way to ensure a seamless customer experience.
1. Understand what consumer behavior is telling you
One of the crucial steps in strategic marketing is to analyze consumer first-party data and customer behavior patterns. If you study consumer behavior, you will be able to identify the patterns in which they tend to operate, such as which consumers are reaching out for a particular product or service, at what times of the year or season, and how frequently. This helps understand how to better engage with different sets of customers and align your marketing plan accordingly.
Tip to apply: Think of metrics you didn’t measure yet in your analytics that might influence your marketing strategy.
2. Collect and connect consumer data with a cross-platform solution
Analytics can be challenging when all your consumers’ data is split on different platforms. What would be beneficial here is to bring all data together and analyze it thereon systematically. In that case, a single solution for cross-platform analytics that allows evaluating your performance on all different platforms worth investing in. With such a tool or solution, it becomes much easier for you to analyze customer data.
Tip to apply: If you have all our analytics in different places, it’s the right time to think of a cross-platform solution. It helps unify all the insights from several platforms and provide a complete view of customer behavior.
3. Disclose to your customers how their data is used
Tip to apply: Make sure to avoid complicated industry terms and regularly update your privacy policies with the regulations that support users’ rights.
4. Use conversion modeling to make up for gaps in measurement
Conversion modeling is crucial for the success of your marketing plan, particularly in this stage when privacy rules are becoming more stringent and can bring either small or significant gaps in measuring consumer journeys. Conversion modeling can help you fill the gaps in a customer’s journey by picking up where a person left off on different devices connecting all data together for you to understand the whole picture.
Tip to apply: Site-wide tags can help you to develop a strong foundation for measuring different customer journeys.
5. Use safe cloud technology to create more personalized experiences
It is essential to keep your consumers’ data safe and their privacy secure. In this case, digitally mature marketers tend to use cloud-based tech solutions. Cloud technology is not only secure, but it also offers a large amount of space for all the data you need to store. It becomes much easier to update cloud storage as opposed to less developed options of digital storage. It allows you to access all data in one location while automated customer analysis helps you make better-informed decisions to engage with your customer more effectively.
Tip to apply: You can work with external partners to measure your digital campaigns and track the customer journey. This way it might be easier for you to add third-party tags to your site and move them from the site to the cloud.
Bonus Tip: The last tip we suggest applying is rather a long-term recommendation that will help your business have better control during unpredictable times – always stay agile.
A crucial quality that digital marketers have to possess is adapting and transforming according to the changing market trends. With the right mindset and preparation, brands have to stay open and adapt new measurement strategies to reveal consumer behavior patterns allowing customers to have a pleasant and smooth experience with the brand.
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