Know Your Customer (and Reap the Rewards)

Description

Know Your Customer (and Reap the Rewards)
The modern buyer’s journey is more complex than ever, with countless routes to reach the holy grail: the purchase. So, how can you best collect the data you need and gain the insights you want from your customers and prospects? We’ll show you everything you need to win at analyzing customer behavior—and unearth a goldmine.

ABOUT THIS COURSE
Empathy is at the heart of effective marketing. But, how do you develop it? You MUST learn about your audience: who they are, what they want, and why they want it.

You need to ask questions like: where and how did a prospective customer find your brand? What made your brand memorable (or not) to them? What is your customers’ overall experience with your brand? And, once they’ve purchased, will they remain loyal—and even recommend your brand to others?

But… what are the best ways to gather and interpret all of this customer data?

In Know Your Customer (and Reap the Rewards), you’ll learn how to identify your ideal customer (and get to know your existing customers better) using data from Google, social media, marketing automation platforms, ad metrics, and more. You’ll learn how to analyze prospects, as well as how to gather data to boost retention and evangelism among your existing customer base.

LEARNING OBJECTIVES
1 Analyze the customer journey
2 Use voice of customer (VoC), user experience (UX), and big data to gain insight into the overall customer experience
3 Identify through advertising metrics which offers and content earns (and keeps) your audience’s attention
4 Leverage different data sources to optimize marketing performance during each phase of the customer journey
5 Choose a customer analysis approach based on the type of organization you serve (B2B or B2C)