Making Sense of Data that Doesn’t Make Sense

In the age of multichannel experiences and omnipresent customers where expectations run high, standard web metrics often provide a restricted view of how visitors are interacting with your site. Progress Sitefinity Insight can help you gain the visibility you need to get the full picture of the preferences of your customers to more precisely personalize their journey.

Although announcing that Sitefinity Insight has been certified as a CDP by the Customer Data Platform Institute took longer than anticipated, we are excited for the recognition. While the report was published back in March, we continued to work on improving the product and increasing adoption. As Sitefinity Insight matures, so do the use cases. This left us with little time to celebrate as the list of planned enhancements and new capabilities continues to feed into our roadmap.

Here is what CDPI said about Sitefinity Insight:

If you are new to Sitefinity Insight or leveraging customer data to make informed decisions about your marketing strategy, it is a good idea to begin at the beginning.

Understanding your audience’s needs and wants has become crucial.

Are you still measuring web visits, session length, time spent on site and bounce rates? Your existing analytics software will give you some insight into customer behavior, but will it give you the answers to more pressing questions such as:

• Who are my visitors or customers?
• How do they interact with our organization or brand?
• Where do they come from, and where do they go next?
• What makes them get stuck in the middle of the funnel or stay loyal to your brand?

A customer data platform can provide the answers and help you polish your marketing strategy and tactics.

A Customer Data Platform enables you to aggregate information about your anonymous and known visitors and customers from multiple systems—websites, CRM, MarTech, E-commerce, mobile apps and even offline events—and keeps it in a centralized system and makes it actionable.

Any customer-centric organization can benefit from the tools a CDP platform provides to improve the customer journey and campaign performance while reducing content waste.

Frequent CDP use cases include:

• Combine online and CRM data, enabling you to personalize the website journey based on information from your CRM about your customers.
• Identify the best customer / prospect profile, helping you to identify audience segments likely to respond to a campaign or a message.
• Analyze user journey and behavior, providing insights about key touchpoints and milestones as your customers progress through the sales funnel.
• Measure campaign effectiveness, providing insights and helping you verify assumptions and personalize communications to shorten the path to the desired outcomes.

How to use a CDP.

Sitefinity Insight is a powerful CDP platform that can help you retrieve information sitting in silos and make it actionable. Moreover, thanks to its ease of use and intuitive interface, it can give you the right level of detail, so you are not overwhelmed with numbers that often don’t make sense. As you expand your digital footprint, you can work with other stakeholders in your organization to bring more data sources and touchpoints to your CDP, which will help you build a 3D view of your customers.

Understanding your audience is one of the first milestones of building lasting relationships with your customers.

There are some straightforward steps to make data actionable. Here are some examples:

• Understand who your customer is: Every visitor and customer are unique, but if you zoom out, you will see some common characteristics among your visitor base. You may discover that a particular persona, representing different types of users, interacts with your content in a way you had not anticipated.
• Identify the content that converts: 90%+ of the content will not resonate with your audience, so understanding what content speaks to the needs of your users can help you take your content strategy to the next level.
• Segment your audience: Help improve the effectiveness of your content and campaigns. There are hidden benefits beyond the obvious, like optimizing your marketing budgets. Think about the focused time and efforts associated with creating a campaign, audience burnout and database fatigue.
• Remove friction in the sales funnel: A CDP can help you identify bottlenecks in the sales funnel. Providing your sales team with leads more likely to convert should be a compelling reason to consider a CDP.

A CDP is not another system to manage. It is a paradigm shift.

Many organizations deprioritize customer data, analytics and personalization. As Gartner states, the truth is that “Customers want their interactions handled efficiently regardless of the channel they choose.” Relying on siloed systems to give you the field of view you need is like peeking under a blindfold. Chances are that you will hit your pinky toe at some point.

Common misconceptions and reasons for deprioritizing CDP often include cost, the complexity of the solution, digital maturity level and a host of other business requirements or priorities.

We designed Sitefinity Insight with ease of use in mind, enabling organizations to benefit from its value and maximize their investment without creating additional overhead.

Sitefinity Insight can connect to 1000+ different data sources to help you bring customer data closer and deliver actionable insights. Even if you are not ready to go beyond your website as a primary source of customer data, Sitefinity Insight is built for the future to help you add more data sources and track more touch points as you calculate new business trajectories or make subtle changes to your course.

Many customers use Sitefinity Insight to analyze the customer journey, improve content and campaign engagement and drive market motion intelligence. You can tailor it to your needs – from making sense of customer data that does not make sense to supporting informed decisions about which strategic direction to take.

You can download the report, try Sitefinity Insight as part of our Sitefinity Cloud trial, get a personalized demo today, or check our website for upcoming hands-on workshops and webinars or even learn about Sitefinity Insight on-demand.