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Using data to build always-on valuable experience throughout the consumer journey

Author

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  • Li, Yi

Abstract

This paper will discuss how data can used to enhance brand experience in the digital age. It describes the essentials of customer engagement and the importance of addressing three key questions about customer ambition. The paper describes the types of data used for creating personas through various lenses, mapping out the consumer purchase journey and identifying moments of truth — specific insights that are critical along the journey and provide an opportunity for brands to engage with the consumer. The examples provided in this paper show how brands in China are experimenting with a wide spectrum of data to understand consumers and in turn craft better engagement.

Suggested Citation

  • Li, Yi, 2016. "Using data to build always-on valuable experience throughout the consumer journey," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 4(2), pages 102-111, August.
    • Handle: RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:102-111
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    More about this item

    Keywords

    consumer insights; data; engagement; customer experience; persona; customer journey;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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