Marketers are data rich and insight poor; with information pouring in across channels about engagement and content. Conversion optimization starts with assessing customer journeys and progresses through data analysis and visual analytics, giving your teams the information they need to optimize your marketing environments and improve ROI on marketing spends.
Listen in as Digital Marketing leadership Steve Sack and Deborah Lackey talk through the process (and why you care). Transcript below.
Deb: Hi, I’m Deborah Lackey. I’m here with Steve Sack, one of our Digital Marketing practice leads. Hi Steve!
Steve: Hey Deb!
WHAT IS MARKETING CONVERSION OPTIMIZATION?
Deb: We’re here to talk today about marketing optimization. Do you want to tell me a bit more about that?
Steve: Absolutely! So, in short, the problem that most marketers face today is that they’re data rich and insight poor. The need to master technology and data, frequently under shorter timelines and with smaller budgets, are some of the greatest challenges that marketers are grappling with today. If you think about it, it comes down to two issues that they’re facing: First, it’s an issue of volume. Second, humans’ attention spans are getting shorter and shorter. Companies today and marketers in particular are data rich and insight poor. Our conversion optimization is looking to fix that.
HOW CAN MARKETING OPTIMIZATION HELP MY BUSINESS?
Steve: The conversion optimization offering is about looking at the customer journey and looking at every action that customers take along that journey. More importantly, it’s about the actions they don’t take. Every company—and every marketer—has a desired business outcome for their customers. They want them to take an action. There’s a whole range of actions that companies want their customers to take. The conversion optimization process looks at that journey and how we can increase the conversions for those actions over time. The way we do that is by looking at data first. Our goal is for our clients to become insights-driven organizations. First, we do the hard, heavy lifting of gathering all the data, mining that data and cleaning that data to ensure it’s providing us with the insights we’re looking for to make smart decisions about their customers. More importantly, we want to set up our clients for success moving forward. We set them up with the architecture and methodology to become an insights-driven organization over time, so they don’t rely on us to help improve their conversions and business outcomes.
We leverage all the expertise we have under our roof. That includes digital marketers, data scientists, and data visualization experts. WE provide you with dashboards and data in real-time, so you can look at the data that matters most to your company at any given time and make a data-driven decision to improve your conversions. That’s the ultimate goal.
WHAT BENEFITS WILL I SEE FROM CONVERSION OPTIMIZATION?
Deb: What positive outcomes would you expect to see from implementing this solution?
Steve: Imagine a world where a company knows who their customers are, what products/services/experiences they’re looking for, and they’re able to deliver that in real-time, personalized, in a seamless, frictionless way across digital channels. That world arrived for many sophisticated enterprise clients, and all companies should aspire to become that. The outcomes of that, when you’re able to provide that type of experience to your customers: first, you’re going to get more bang out of every dollar you spend. Whatever action matters to you, you’re going to see an uptick with less effort and less money spent. Greater efficiency, greater visibility based on our methodology at Logic and how we set you up for success over the long term. We teach you so that you can become a data-driven, insights-driven organization moving forward. That’s what we deliver, and we can’t wait to provide more clients with this solution.
Deb: Steve, thanks so much for taking the time. This sounds fantastic, and I know we’re all excited to see this roll out.
Steve: Thanks Deb, my pleasure.