This a very insightful article Maria, I completely agree with the findings of the Forrester report. All too often, businesses rely heavily on internal data to understand their customers’ journey but what they often forget is that customers don’t respond in a purely linear manner to online advertising. The journey is often online-to-offline, and occasionally back to online. The difficulty in connecting the dots, when customers jump from online to offline, is often causing inattentional blindness among marketers. It’s easy to not pay attention to obvious data points if your internal tools are not collecting this data. You only have to look at the work we carried out with ProSkin to see how much of an impact a broader approach to data collection can benefit a business: freespee/stories/proskin - Carl
Posted on: Wed, 30 Apr 2014 09:11:04 +0000
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