Is your digital marketing data actually providing insights to fuel customer experiences? Definitely not if you're busy with these tactics.
1. Brands Give Too Much Weight to Surface Metrics
2. Brands Under-Measure Indirect Campaign Outcomes
3. Brands Give Too Much Credit to Single Touchpoints
4. Brands Focus Too Much on Campaign Metrics
An overuse of promotional calls-to-action, especially hard-sell CTAs, which can alienate audience members who aren’t in the market to buy, causing them to tune out or opt out.
An underuse of segmentation and suppression as ways to deliver fewer campaigns to subscribers who are less engaged right now.
An inadequate focus on onboarding, which can make future campaigns much more effective when done right.
An inadequate focus on transition stage components, such as preference centers and unsubscribe pages, as ways to retain subscribers.
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