Ecommerce is evolving rapidly as businesses look to drive revenue and meet growing consumer expectations. In a fast-evolving business environment, organisations need to respond by shaping their ecommerce operations, strategies and models in ways that satisfy contemporary customer needs. Yet they must also ensure their practices and processes are set up for a future where the […]
What might shape ecommerce as we head into 2024? We asked the experts for their predictions and trends.
Ledger, executive product manager (sign-in, registration, verification and platforms), shares her approach to the discipline, including experiments with iPlayer, the value of a product roadmap, and the foundations of accessibility.
After carrying out the planning stage of a customer journey mapping project, where the project goals, objectives and scope are defined, it is time to bring teams together in workshops to refine and augment the project plans. This chapter outlines what is required in a customer journey workshop and how to make the most of […]
Customer journey maps grant brands a view of the entire customer experience, making it possible for them to identify pain points and opportunities. This chapter outlines how marketers can start developing customer journey maps for their businesses, starting with the planning phase. There are a number of key stages that equally apply to ‘quick and […]
Contributors to this research, who have decades’ worth of combined experience, were asked to highlight the criteria for a successful mapping project. Without exception, all stated the same basic rules, regardless of the complexities or simplicity of the project. These are summarised in this chapter. Get organisational ownership at a senior level While the project […]
How important is it to get the map terminology right and is there a set of standard maps that businesses and customer experience specialists use? This chapter defines a range of different types of customer journey maps – including current and future state maps – and when they should be used. Contributors to this research […]
The exact origin of customer journey mapping and customer journey maps is a little unclear, but the concept of a business or organisation mapping business processes is not a new one. This chapter considers the origins of the practice, and its increased relevance today as new technologies continue to transform the customer journey. The origins […]
The purpose of this guide is to provide an overview of customer journey mapping. It provides a simple starting point for anyone yet to map out their customer journeys. It is also a reference for those for whom the process is underway. The guide draws insights from experts who have developed complex journeys with multiple […]
Data has an essential role to play in modern marketing strategy and execution, providing marketers with opportunities to understand their customers better, make better decisions and boost targeting and effectiveness. But data is a complex beast and there is much to consider, learn and understand. This summary offers one final model for best practice and […]
Understanding how to apply AI, machine learning (ML) and predictive analytics in data-driven marketing is a key skill for all marketers to have. This chapter explores the wide range of potential applications of increasingly sophisticated tools and how marketers can use them to glean insights from data more effectively. Analytics maturity Econsultancy’s AI, ML and […]
Data is a valuable asset when it comes to marketing decisions, but marketers must be sure it is driving the right decisions. This means understanding the most common problems marketers face and the key factors to consider throughout the decision-making process. Avoiding bias and common pitfalls Humans are fallible and can easily succumb to cognitive […]