Decloaking the Customer Journey — Steffen Hedebrandt // DreamData

Quotes

• “One of the important things that help make data actionable and helps drive revenue is, it gives you a clear picture of the whole customer journey.” - Ben “It’s about coming through all of your business and try to eliminate all these actions that actually do not get any digital touchpoint because it is the foundation you need to have to understand your customer journeys.  No digital touchpoints, no insights into the customer journey.” - Steffen“When you are creating a universal home and understanding your customer interaction, putting a home to collect all that data, you do need to merge the online and offline data.” - Ben “Overall, it’s going out of the habit of being in the offline stuff that nobody knows what’s going on and putting it more into a digital way of thinking.” - Steffen“Digitizing your non-digital marketing activities is one of the key ways to truly understand your customer journeys.” - Steffen“For us, it’s just looking at all the deals that closed and then we’re looking at where do they come from. Did they come from an organic visit, an event or an ad and then we will tell you which of these actually initiating the journeys that end up becoming money.”   - Steffen“This process moves you away from just marketing being measured by delivering an amount of MQLs per month because MQL is kind of a vanity metric.” - Steffen“If you have the ability to understand what actually drives revenue, not only can you understand the pathway to that revenue, you can also understand what the ROI of your marketing efforts are, you can do your multi-touch attribution and figure out which channels are actually contributing the  most value.” - Ben “You need to have a mindset that thinks you should store all your data in your own database.” - Steffen“Nowadays people trust Google, Facebook to tell the truth but most of them are stock companies that have their own interest and they do analytics based on their data. You want to be doing analytics based on your own data, so start storing them.” - Steffen“If you don’t start collecting your own data, you use valuable information every day that goes by.” - Steffen