Here’s the first thing you need to understand about customer intelligence software: it’s not just for show. A lot of people make the assumption that because customer analytics are a “must-have” for any business that they must have it… whether or not they know what to do with it. In fact, all those facts, figures, numbers and statistics that you get from your customer intelligence software is only any good to you if you know how to put that information to use. Basically, the information needs to feed and influence the decisions you make in your marketing campaign.
Luckily, you don’t need to be an expert.
The good news is that most email marketing software these days actually makes things easy for you. If your email campaign is resulting in a lot of deleted emails, messages being sent to the spam filter unread and so on, your analytics software will probably be able to tell you that it’s not working.
As long as you have the right software, that is.
If you’re looking into things like cross-channel marketing, then you need to be absolutely sure that you have software that is reliable, easy to use, easy to understand and in-depth without being overwhelming. Being able to manage your business means being able to manage your software, so if your current customer analytics software is too obtuse or just hard to figure out, then you’re probably better off looking for a new software package.
The good news is that there’s a lot out there. Email marketing software really is a necessity for any website campaign these days, and without it, you’re left to essentially take a stab in the dark as to what’s going on with your marketing campaign.
What you’re looking for is a piece of software that will tell you where and how your website is failing, where and how it is succeeding, things you’re doing right, things you’re doing wrong and so on. It simplifies it all so that you know whether people are watching videos to the end or skipping there. You know whether people are actually reading your web content, or scrolling through it.
Having all of this information at the tip of your fingers can be very powerful, indeed. You need to know where and how your customers are being engaged by your content, and where and how they are not, and that is what good customer intelligence software gives you: knowledge. Without that, you may as well pack your bags and find a day job, because knowledge of your customers is what drives any good business.