Where Customers Roam

Susan Esparza  /  
November 20, 2017
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In 2018, customers, not cookies, will be the golden metric. The ability to build, analyze and act upon a robust customer profile is critical to success for any business with an online presence.

Thirty percent of desktop transactions are preceded by a click from a mobile device. That’s according to Criteo, which released their Global Commerce Review for Q3 2017 last week. Of course, traditional customer tracking methods often falter as multiple devices are introduced and worse, many businesses are still concerned mostly with cookies.

Analytics solutions that can’t follow a single customer across multiple devices are losing out on a huge part of the story at least 30% of the time.

Measurement based on customers, not cookies becomes even more important for businesses who have my favorite new acronyms in their customer journeys: BOPIS, and BORIS.

BOPIS (buy online, pickup in store) and its brother BORIS (buy online, return in store) are increasingly popular, especially during holiday sales. They are also an amazing chance to bring together a customer profile with real world information.

If your business has a physical location that offers either of the above options, ask yourself, are you bringing those customer profiles into your analytics solution and building out a better solution? Does your customer funnel stop at the sale, or does it follow along, from pickup to return, to the next purchase?

Even if you don’t have a physical location, how are you connecting the customer to her journey? In our work with Gerber Life, we partnered with their team to delve deep and discover new insights using Google Cloud that resulted in a 25% increase in digital conversions year over year.

Using a solution that comes with the backing of a major network like Google’s is an enormous advantage for marketers. Thanks to Google’s single sign on integration across their suite of products, they can deliver consumer insights across multiple devices, visits and products.

No matter what your media mix, it is bringing all that data into a clear, honest and accurate look at your customer that will take your marketing solutions into 2018.

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