The Marketer Journey can be defined as the path to true consumer centricity in which all data, operations and resources are organized around a single, connected view of the consumer. The degree to which a consumer journey is optimized toward customer acquisition and retention success is dependent on the marketer’s position on the Marketer Journey.
In the second installment of his series, Leapfrog SVP Mike Shutty details how Consumer Journey Analytics contribute directly to the bottom-line, as well as examining key differentiators in partner selection.
A wave of nostalgia sometimes hits when I read about the retail business. Stores where my family has shopped for decades are downsizing or closing completely. Reasons for this downward turn are well documented: online retailers, lack of brand differentiators, extensive discounting and changing behaviors by millennials, to name a few.
Matt Kelley leads Leapfrog’s Consumer Journey team responsible for the analysis, planning, and execution of consumer journey optimizations across relevant online and offline touch points. His team works to explain the past, evaluate the present, and predict the future. Matt shares his perspective on how Leapfrog’s unique approach is leading in the area of conversion optimization.
The role of today’s CMO is evolving and expanding to include complete P&L accountability ensuring the highest return on every marketing as well as technology dollar spent. As a result, many are boosting resources devoted to optimizing the consumer journey, as it’s become the epicenter of customer acquisition and retention success.