Overview
A big part of people’s decision-making journeys now happens online or is triggered and shaped by online stimuli. Whether you’re trying to better understand what a diabetes diagnosis really means, which political candidate to support or what company to work for, you will undoubtedly do a substantial part of your research on Google. This presents two main questions for undertaking journey-based communications and marketing initiatives:
The answer to both questions lies in data. In this chapter, we’re looking at what kind of data you can leverage to implement a journey campaign.
Generally, there are two main categories of data sources. One is topical — market and competitive data that you acquire via research tools and market research. The other is comprised of all the data in your own business/digital ecosystem, from how consumers interact with your website to which of your ads they engage with (or not). In many cases, this internal data can be augmented by data from other functional areas. Does HR have data about employee roles and training that can inform engagement on retraining programs? Does Public Affairs have data on policy influencers that can inform engagement with them? The more integrated data is across the organization, the more robust and actionable it becomes.
What data to leverage to create an automated journey campaign that delivers the right content to the right users depending on their stage in the journey.
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