Whether you’re just getting started with customer experience, optimizing an existing program, or revolutionizing a stale approach, you first need to know how your experiences are performing. Not just from an aggregated view but to truly know how each customer is behaving across all your touchpoints. Most organizations create a single customer journey map across all points of interaction, but different cohorts of customers might have radically different customer journeys. To truly understand the influence of each touchpoint on an individual customer, you need to understand the context of the interaction. Through a journey-based approach, you will be better able to assess what can be improved and optimized across each touchpoint to drive engagement, conversion and loyalty.

The pursuit of personalized and relevant omnichannel campaigns requires a unified view of customer behavior across all devices. However typical analytics data often shows multi-device visitor interaction as coming from different people. In reality, those visits could be from just one visitor using different devices. Fortunately, by leveraging visitor stitching technology, you can now recognize multiple identifiers belonging to the same person and then map them to multi-device use in real time. In addition, you can combine your web data with data from other channels to truly understand your customers and how they interact with your brand.

As the abundance and variety of data grows exponentially, there’s an opportunity to tap into these newfound sources and overcome the deficiencies of traditional audience segmentation. New audience segmentations take into account customers moving from device to device and channel to channel. By bringing together a trove of first-party data with second- and third-party data, you can now create a full, multi-faceted profile. All while complying with strict privacy laws. With these robust profiles, segments can be defined based on behavior, personal interests, unique needs and more. And when you apply advanced audience segmentation capabilities, you can revolve your marketing efforts around the customer with unprecedented flexibility and control.