From the course: Marketing Analytics in Action: Drive Growth and Communication with Data Insights

Unlock the full course today

Join today to access over 24,900 courses taught by industry experts.

Using AI to see where you're at

Using AI to see where you're at

From the course: Marketing Analytics in Action: Drive Growth and Communication with Data Insights

Start my 1-month free trial Buy for my team

Using AI to see where you're at

“

- [Narrator] There are a number of ways to think about where we are in marketing. One of the most impactful ways is to use customer journey modeling. We can break it down into four quadrants. Building awareness with potential customers in the market, driving consideration of our products and services with them, engaging and retaining them as active customers, and driving the advocacy of the brand by way of those customers. That gives you a model for the full customer journey, no matter what business you're operating in. Okay, and what we can do from there is layer on top what our ideal client profiles are, because that allows for us to quantify how many of each group there are in those four quadrants. So let's take, for example, a project I worked on with a FinTech company. The ideal client profile, or ICP, for this project was centered around tech savvy millennials interested in digital finance solutions. In the market there were approximately 50 million individuals fitting this…

Contents