TIMELY & INTEGRATED INSIGHTS
Matt Gershoff dives in on the fact that the moment is upon us to combine what and why into actionable short and long-term business impact.
These results for the survey are entirely consistent with what our customers have been telling us. Our clients have told us that they: 1) need to tightly integrate insights from analytics and experimentation with those from market research; and 2) collapse the time between insights and delivering actionable experiences. In order to realize the promise of customer experience optimization, brands will need to jointly answer both ‘what’ experiences customers respond to - which traditionally has been the strength of experimentation - with ‘why’ - often best answered by market research. In order to jointly answer what customers respond to and why they do at scale, the marketing stack will need to include the ability to both evaluate digital experiences based upon customer
“The convergence of market research with AB Testing and personalization will also allow companies to respond in real time to real-time customer feedback.”
behavior - like sales conversions - and also on attitudinal feedback, such as NPS and satisfaction. As the share of brand experiences shifts towards digital, it becomes even more necessary to understand how these digital experiences are received by customers, not just in the short term, but also the longer term impact on loyalty and relationship with the brand. This convergence of market research with AB Testing and personalization will also allow companies to respond in real time to real-time customer feedback. Integrated solutions that blend research with behavioral analytics and personalization will reduce the time within the iterative process of insight to action back to insight. These integrated capabilities will soon be tablestakes for delivering digital customer experiences that both optimize for short-term goals and enhance customer loyalty for the long term. We need to respond in real
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