By Roy Wollen, President, Hansa Marketing Services.
How do you take control of click data when your vendors want to make things more complicated? Clicking behavior is complicated enough. Customers click on both paid and organic search listings. Customers use browsers and mobile devices. Customers ask their social community for buying advice. When they land on your website, their navigation provides clues as to how interested they are in your brand. The bloated weblog that gets produced from all of this is a mess. It’s voluminous, redundant, noisy and much too granular to make business decisions in its raw state.
What you need is a way to make things simpler – to understand the customer prior to the sale. You need a way to determine what to offer new customers, what to say, what to feature, how to ensure a good brand experience.