Know the intentions behind measurement. Then, deciding what to measure flows from there. Something marketing teams can learn from Agile.
How much of your business is going to shift back to offline?
You may be trying to predict how much business will remain online post-pandemic. In truth, it will likely be a few business cycles before you probably fully know the mix of what returns offline and what remains online.
Do you make this mistake when problem solving?
I make most of my technology decisions based on whether it is providing value to the customer. The “so-that” in agile user stories. Focusing problem solving on customer problems.
Tracking customer engagement reveals unseen opportunities
Have you ever stood in line behind someone who was complaining and ranting at the counter staff. (Even if in a social distanced line it’s noticeable and uncomfortable.) And then when it was your turn, the person at the counter seemed distracted and not attentive to your questions. Have you ever walked away and found […]
Hurry up and wait! The tension inside funnel optimization.
In your funnel optimization you may seek to flatten out cycles of hurry and wait. Still, I believe it is important to recognize the need for the customer to take time to make decisions and build wait into your customer journeys.
Is your customer engagement languishing?
Languishing is good word to use for what can happen in the customer journey. Where a customer hasn’t fully left us, but customer engagement has really dropped off. The customer relationship can languish.
