In order to grow a company, marketers will need to accurately decipher the trends of consumers and identify potential needs based on their awareness and intentions. It is important to understand the “insights” (switches to purchase desire) that even consumers themselves were not aware of, and to develop measures that fully incorporate these insights.
Nowadays, with the development of digital technology, it has become possible to grasp insights, so what kind of efforts can marketers take to accurately read consumers’ needs, and guess what consumers really need? We will also analyze what is needed to provide this information.
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The latest data analysis technology essential for identifying useful insights for consumers
Bringing technologies together
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The latest data analysis technology essential for identifying useful insights for consumers
Nowadays, by converting consumer trends into data, it has become possible to access insights that encourage purchase based on latent needs, and marketers are required to correctly decipher and effectively utilize these insights.
In order to remove noise from a huge amount of data and come up with ideas for measures based on the results of the analysis, it will be necessary to bring together data that tends to be scattered and to understand the overall issue.
Research shows that business leaders in the marketing space place a high value on integrating their technology. In order to make it easier to access consumer insights, we compile a variety of data and link IT tools (apps and websites) analysis systems and customer management systems.
Consumers move between apps and mobile
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The latest data analysis technology essential for identifying useful insights for consumers
In order to take advantage of the points of contact between consumers and companies, it may be effective to unify the in-house teams for apps and mobile, which have previously been handled separately. Consumers use various tools to obtain information, compare them, and make final decisions. It’s not just about using apps or mobile.
The results show that nearly 90% of consumers do not decide to install an app even if it comes from a brand they like.
Additionally, the survey revealed that many consumers do not only choose between the website or the app, but rather visit the website 50/50 and repeatedly move around before deciding on a purchase.
In order to accurately grasp consumer insights, there is an urgent need for collaboration between apps and mobile personnel. Each data will need to be integrated and shared within the organization.
Unify and understand user journeys
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The latest data analysis technology essential for identifying useful insights for consumers
Most corporate marketers believe that it is essential to understand the “user journey” (the process by which consumers purchase a product or service), which spans customer acquisition media, routes, devices, etc. They believe that with integrated data, they can achieve their marketing objectives and take effective approaches. The key is to utilize the latest integrated technology and take appropriate measures for your target audience.
For example, as a marketing platform, gather technology experts and create a measurement team. There are cases where engagement has been restored by more than 50% by thoroughly inferring consumer insights, converting their behavior into data, and analyzing them.
In addition, when we investigated whether online digital advertising was also useful offline, we found that in-store (offline) sales increased by more than 30%.
By integrating data with technology and leveraging the latest technology, we will be able to quickly determine effective approaches and inform future measures.
summary
Insight analysis using technology has become essential in modern marketing. In order to send an effective message to consumers at an effective time, it is necessary to link a content management system and an analysis system to analyze how customers with the same ID behaved. It is important to accurately understand the insights.
By quickly collecting data using AI, machine learning, etc., we should be able to create more time to formulate ideas for specific measures. In order to unleash the power of marketers, it can be said that proactively introducing the latest technology is essential.
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The latest data analysis technology essential for identifying useful insights for consumers