3 Data Tracking Methods for Enhancing Customer Experience

"If you fail to measure, you won't be able to enhance." This insightful quote from management guru Peter Drucker remains relevant in the world of business.

Without measuring specific aspects of your business, it becomes challenging to effectively manage and propel its growth.

Efforts to enhance customer experience through marketing need to be measured and monitored; otherwise, growth stagnates, and resources are wasted. Tracking and measuring marketing tasks may not be as exciting as creative brainstorming for strategies, but it is crucial.

Data tracking allows you to:

• Identify what marketing activities are working and what are not.
• Distinguish between effective and counterproductive marketing efforts.
• Focus on activities that drive results.

Ultimately, data tracking helps in avoiding short-term budget wastage and allows for the reallocation of resources to improve long-term strategic effectiveness.

By investing in what actually works, marketing not only provides enhanced customer experiences but also maximizes return on investment (ROI).

However, to stay ahead in the competitive landscape, delivering better personalized customer experiences is crucial. Customer experience is a collection of simplified holistic memories, and deeper data tracking is essential to turn these into positive experiences.

For more in-depth data tracking, consider the following three tracking methods:

• Web/App Data Tracking - GA4
• Tracking through CRM-Based Marketing Automation Software
• Data Tracking via Digital Experience Platforms (DXPs)

Explore the most effective solutions for operating these three data tracking methods for enhancing customer experiences.

Web/App Data Tracking - GA4

Tracking marketing campaigns is fundamental for any business.

Through analyzing web logs and SDKs, you can track the location of website visitors, pages visited, and the time spent on each page. This allows you to understand which marketing tactics generate the most clicks and how they convert into customers.

One of the most commonly used tools is Google Analytics 4 (GA4).

GA4 is widely used by most website and app publishers, making it user-friendly for beginners to use and set up. With GA4, tracking all marketing data becomes easier. You can track where website visitors are coming from, how many visitors are converting, making purchases, the purchasing journey, and how marketers are driving desired actions. In particular, GA4 integrates seamlessly with other marketing and customer engagement programs like Google Tag Manager (GTM), Search Console, YouTube, AdWords, and Google Firebase, making it highly effective.

Advantages of GA4 over traditional Google Analytics (UA)

In particular, GA4 offers more advantages for enhancing customer experience compared to its predecessor. Google Analytics 4 allows for more targeted audience segmentation. Now, you can create segments based on events and time parameters to focus on user behavior, and build segments based on these interactions.

For example, by providing control and flexibility in managing the data collected through GA4, you can automatically optimize app campaign performance using aggregated data from logged-in members. This enables you to optimize campaigns for important user events.

Data Tracking Through CRM-Based Marketing Automation Software

CRM-based marketing automation software automates marketing activities and tasks, simplifying marketing workflows while tracking marketing data to measure campaign results. Designed to measure customer response behavior, especially in digital channels like websites, blogs, social media, and chatbots, these tools provide a central marketing database for all marketing information and interactions. They assist marketers in segmenting and personalizing marketing experiences for customers and prospects. Moreover, these platforms offer automation features across various aspects of marketing such as email, social media, lead generation, direct mail, and digital advertising.

A vital component of marketing automation tools is the analysis feature that crosses segments and channels to determine the success of overall campaigns. This functionality measures the impact of marketing team's KPIs and campaign ROI, as well as the campaign's influence on company revenue.

In essence, beyond data tracking, these tools automate the entire process from analyzing data in real-time to engaging in customer activities.

HubSpot is recognized as a leading player in this field by the global user review platform G2.

HubSpot supports real-time customer response logs on customers' websites, social media, and personalized channels like email or chat. For instance, by filtering or sorting potential customers based on campaign IDs, lead sources, or referral programs, HubSpot creates automated personalized customer engagement in real-time and allows for real-time monitoring of the performance of related marketing activities.

Digital Experience Platforms (DXPs) for Data Tracking

Digital Experience Platforms are primarily utilized by marketers to integrate customer data at each stage of the customer journey, enabling marketers to personalize customer experiences across multiple channels and touchpoints.

DXPs consist of a comprehensive set of data tracking and analysis technologies that support the creation and management of omnichannel digital customer experiences. They help track and utilize customer data from most marketing channels such as websites, mobile apps, store POS systems, messaging, push notifications, email, social media platforms, advertising, and DMPs.

While data tracking through CRM-based marketing automation software primarily focuses on owned media data, tracking via DXPs allows for tracking a broader range of data to closely monitor and analyze customer data throughout the entire customer journey.

DXPs aim to achieve the core objective of delivering omnichannel experiences, with some fundamental components required to achieve this goal. However, there is a trend towards addressing additional areas, including headless CMS software, personalization and marketing automation, CRM, DMPs, and digital analytics software.

Bloomreach, offering customer data and event data tracking including omnichannel marketing, product recommendations, and headless content, is recognized as a leading player in this field.