MarTech: Driving growth through data: Optimizing the purchase stage

The following article was written for MarTech by Greg Kihlström. You can read the full article here.

Without good data collection, access and analysis, it is harder for brands to understand their customers. Likewise, it is more difficult for customers to indicate their preferences for the brands they support.  This article series explores this challenge and opportunity across the customer journey. 

In the first article of this three-part series, we looked at the importance of data in making customers aware of our products and services and educating them on our key points of differentiation. 

In this second part, I will explore a critical part of the journey: the purchase stage. This is where customers convert from prospective customers to active ones, and past customers convert again.

This article was written for MarTech by Greg Kihlström. You can read the full article here.