63% to increase marketing automation budget in 2020   A recent study found that 63% of businesses surveyed intended to increase their marketing automation budget in 2020. The primary reasons for investing in marketing automation are (1) to eliminate repetitive tasks and improve productivity; and (2) to improve the quality of marketing analytics central to […]

63% to increase marketing automation budget in 2020   A recent study found that 63% of businesses surveyed intended to increase their marketing automation budget in 2020. The primary reasons for investing in marketing automation are (1) to eliminate repetitive tasks and improve productivity; and (2) to improve the quality of marketing analytics central to effective decision-making. To address either, it is critical to understand the customer journey and the decision-making process consumers move through. This will provide insight into opportunities for influencing the process and the data that can come from it.   Understanding and addressing the ‘customer journey’ and ‘decision-making process’ can begin with the ‘mapping’ of the journey. This involves visualising the end-to-end customer experience and identifying all the places and touchpoints where customers come into contact with your brand, both online or offline. It requires looking through the customer’s lens to visualise their journey from their perspective…