It’s people that come across your digital channels; it’s people that purchase or sign up for something. Wouldn’t you be better off knowing more about the people engaging with your digital channels, rather than looking at more traditional segments such as traffic sources, campaigns etc ?
Looking at people means that you need to be able to view cross-visit activity…looking at a visitor rather than a visit. It means you need to be able to build “visitor” level segments. And all of the platforms can do that now.
More often than not, you’ll find that people don’t convert on venezuela email list 2 million contact leads the first visit. They might be researching your service or product, and then comparing it to others. It might take 3 or 4 visits before they actually convert, but their behaviours across those non-converting visits are definitely important factors that you should be looking at.
Having all of those cross-visit metrics available allows you to begin to better profile your converting audiences – to figure out common traits that they have. It’s far more insightful knowing what content they browsed over different visits prior to converting; knowing the average length of engagement each time; knowing how they got back to you etc etc.
It’s even better if you’re creating them an account when they sign up, or if they log-in to purchase, because you can associate not only their new ID across seemingly anonymous visits, but you can also load customer demographic data and look at behaviours by demographics.
Using profiling techniques, you can better understand how different age ranges, genders, household addresses and so forth, engage with your brand. Not to say that you can’t profile with traditional web data, you can to a certain degree, it just becomes far richer when you start to augment the data.
Now you’d be able to understand how Females differ to Males, by Age Group, when they come in from an email campaign, or through organic search… How long does it take them to convert? How much are they spending? How many products do they buy? Do they convert through another channel? Do they engage through different devices, or multiple devices?