Over the past few decades our ability to measure and quantify marketing activity has transformed beyond measure. Dashboards, real–time data and analytics reign supreme in results–driven marketing. However, whilst this data can be impressive and insightful – we must be mindful of falling down a rabbit hole of results which obscures the big picture view of a customer’s journey. We must take into account the role brand, reputation and above the line marketing plays in pushing customers through the sales funnel.
In the article we unpack this issue and explore:
- The various touchpoints a customer will encounter on their buying journey
- The micromanagement of online sales measurements and potential pitfalls
- Why we must take a balanced view of the role that both brand and hard data plays
Read, Brand hasn’t gone away you know, first published by Gareth Dunlop 10.05.2011