Lead the pack with exceptional digital analytics.

Learn how the leading companies successfully use customer analytics to deliver better, more personalised customer experiences and reap the rewards.

Being successful in a world where customer centricity is increasingly important is no small feat. And making sure your company achieves all the required capabilities and then continues to improve them is a key challenge for businesses today. It’s your company’s ability to analyse your customers and build intelligence that is the key to overcoming this challenge. 

Simply put, customer analytics has become fundamental for companies in digital today. While some companies still use digital analytics for simple reporting, it is foundational to business operations and customer experience activities for many brands. And it forms the basis for the execution of integrated and personalised marketing programmes. The top 5 attributes of Customer Analytics success, outlined in the research by Adobe and London Research, shows clearly that companies that invest in analytics will reap the rewards. But this depends on executive sponsorship and focused investment to be both strategic and integrated.

Leaders are harnessing the power of AI and machine learning to take insights and drive actions automatically, in real time. 

How leaders use digital analytics to its full potential.

Ensuring as much visibility as possible around how customers engage with companies is of vital importance and customer analytics leaders are at the forefront. With the right marketing technology set up and integration of platforms, like Adobe Analytics, it’s now becoming easier than ever. But it’s also crucial to use digital analytics technology to its full potential. Working to use the maximum functionality of analytics packages can help companies succeed, with 205% of leaders making the most of their technology.

While technology is critical for success, companies must make sure they also focus on establishing the right culture, leadership and skills internally. Successful customer intelligence relies on companies having analysts and data scientists on board—that’s a given. But perhaps even more importantly, the most successful companies encourage data democracy across the organisation. So rather than limiting the handling and analysis of data to the analytics department, leaders are investing in citizen data scientists to ensure that there are employees on the ground with the core data skills needed to get the most from their technology.

“We elevated the role of analytics in our organisation to demonstrate the importance of data insights in driving more personal customer experience across channels. You’d normally only expect to see conversion rates of 1%. By keeping in touch to engage a customer through insights gained from analytics, we’re seeing average conversion rates of up to 14%.”

— Felix Wenger, head of channels and distribution, Raiffeisen

Creating the right culture for success.

Creating the right environment is crucial and companies must champion a data-driven culture, where improvements in customer experience and commercial performance are rewarded. With the complexities of customers interacting with a business in multiple ways, it’s important to have teams who collaborate, share insights and educate each other. And, by democratising your data, analytics tools are made accessible to everyone in your organisation, so those who aren’t specialists can still analyse and manipulate data.

A successful customer analytics strategy depends on the right kind of technology and people to make it work. So, it is important to find the right balance between a culture where testing is encouraged, while making sure it’s always strategic. This will help the business to systematically meet and anticipate customer needs. And this can’t just happen from the bottom up. With the right people in place to bridge the gap between specialists and the rest of the company, the ‘operationalisation’ of insights also becomes a lot easier. Then a manager can help to encourage testing and translate insights into actions that benefit the business commercially. Simply put, to get the investment for truly integrated customer analytics, senior management must understand its value and be completely on board to create the optimal company culture to support analytics success.

Learn how to get the most out of your analytics solution with the actionable insights you need to deliver the best customer experiences. Read Customer Analytics: The 20 Attributes that Lead to Business Success.

Adobe can help.

To deliver standout experience, you need clear, fast and actionable insights. This means moving beyond simple data collection to true customer intelligence. Adobe’s industry-leading analytics solution is here to help.