Using data to build always-on valuable experience throughout the consumer journey

Yi Li

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 2, 102-111

Abstract: This paper will discuss how data can used to enhance brand experience in the digital age. It describes the essentials of customer engagement and the importance of addressing three key questions about customer ambition. The paper describes the types of data used for creating personas through various lenses, mapping out the consumer purchase journey and identifying moments of truth — specific insights that are critical along the journey and provide an opportunity for brands to engage with the consumer. The examples provided in this paper show how brands in China are experimenting with a wide spectrum of data to understand consumers and in turn craft better engagement.

Keywords: consumer insights; data; engagement; customer experience; persona; customer journey (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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