Tag: customer journey

The Data Analytics Trends that Will Shape 2018

Posted by on January 10, 2018


As a field, data analytics is only growing. Not only has the industry of data science broadened substantially, but many companies are finding themselves devoting large amounts of resources towards understanding data analytics and trying to identify new trends. This reliance upon data is only going to grow through 2018, as companies are finding that the data that they collected may contain even more useful information than they previously believed.

2018 is going to find many companies making better use of the data that they already have, and fine-tuning their existing data collection and analysis methods.

Better Personalization Metrics

Industry leaders are hard at work creating incredibly detailed profiles of their customers. Companies don’t need to develop this information themselves. Google, for instance, has fine-tuned its customer profiles and made these customer profiles accessible to those using its analytics and advertising services. Social media platforms have been able to capture customer information similarly, from Facebook to LinkedIn.

The result of this is that advertising is likely to become hyper-personalized to each customer. Not only will companies know the demographics of each customer (age, gender, location), but also their buying habits, how much money they make, and which locations they frequent. Businesses will be able to increasingly target customers and anticipate their needs, ideally creating a situation in which advertising becomes more valuable to the customer.

Augmented Reality Systems

Augmented reality has been kicked around for the last decade, held back by issues regarding processing speed and (perhaps more importantly) battery life. Augmented reality feeds digital information about an individual’s location directly to them, often through a visible “heads up” display.

Not only is this going to change the way individuals interact with the world, but it’s also going to change the data collected. How often do users spend looking at a specific product? Which products or locations do they display further interest in? These will all create incredibly valuable data points that will again be used to create a realistic model of what customers want and need.

Streamlined Data Solutions

Companies have built up their data caches. Now they’re looking for streamlined, agile solutions that can help them make use of the data. In the past, companies were satisfied with collecting as much data as possible and then mining them for as many insights as they could find. Now, companies are more focused on fine-tuning their systems, generating and using the minimal amount of data they need for effective results.

This will create a rise in agile data science, whereby companies will be able to quickly create data sets, respond to and modify these data sets, and produce tangible results from their data sets. In this, the emphasis will be less on the data itself and more what the data can do for the company.

The Science of the Customer Journey

Buyer personas have led to further exploration of the customer journey, a science that attempts to identify the stages that customers go through when investigating and making a purchase. Customer journeys are an incredibly effective way to understand customers and their unique needs.

Data science is likely to be integrated into further understanding of the customer journey. What drives a customer to seek a product? How often does a customer generally research a product? What types of research are most effective and most compelling? What makes a customer more or less likely to find a company and engage in a purchase?

Customer journeys are designed to model customer behavior, so that companies are able to more accurately give customers the information and the prompts they need to continue their journey. In the coming year, this will evolve into a science of its own, and marketers will likely be collecting more customer behavior-related data than ever.

Machine Intelligence Continues to Advance

Alongside all of this, machine intelligence and machine learning will continue to advance. Many businesses have large volumes of data, but it is actually identifying patterns within that data that has become difficult. More advanced machine algorithms will be developed to clean usable, actionable insights from the data that is stored. Machine intelligence will increasingly be used for tasks such as scoring leads, identifying keywords, and targeting specific demographics.

More advanced, learning algorithms are being developed that can, within their parameters, work to improve their own functions. With the right data sets and the right code, marketing algorithms will be able to fine-tune themselves and optimize their own performance. This will be especially useful in A/B testing or split testing, as algorithms will be able to test out different marketing functions and determine the optimal configuration on their own.

Small amounts of this are already cropping up in apps and social media platforms, such as the ability of an algorithm to determine what is most likely to get a profile clicked on, or which photos and posts are most engaging. This can be used in a marketing sense to determine not only which products are most attractive to customers, but which photos they prefer to see, and what descriptions they’re most interested in.

For the most part, 2018 is going to see a maturation of data analytics and data science, as companies invest more money into both collecting and understanding their data. But technology itself is going to play a significant role as well, as the technology behind machine learning and AI is becoming more sophisticated and complex. Either way, companies are going to have to invest more in their data if they want to understand their customers and continue to market directly to them.

Digital Experience Platform Trends in 2018

Posted by on January 02, 2018


The digital experience has changed a lot throughout 2017 and it’s going to continue growing and expanding in 2018. Here are just a few of the trends that companies can expect — and that they should consider following.

The Digital Experience Will Become More Important

Digital Experience Platforms (DXP) are no longer optional, especially for large companies and companies with broad demographic reach. Once only seen in the largest of corporations, digital experience platforms are now filtering down to small-to-midsized businesses that need to remain competitive within their market spaces.

Throughout the last few years, user experience and customer journeys have become key. But many companies have not yet moved over to a unified digital experience. Digital experience platforms are going to become more popular and more important, as businesses work towards developing their strategies and making use of the large volumes of data they have collected.

An Increased Focus on Micro-Interactions

Micro-interactions make it easier to track buyers across their journey. By incentivizing customer progress and breaking up the journey into a multitude of small steps, an organization can better control the path that a customer travels. Smaller, incentivized steps make customers more likely to continue on the journey, in addition to making it easier to determine when customers lose interest and fail to convert.

Just a few years ago, scrolling “one page” displays became a popular method of delivering content media, as companies found that customers were compelled to continue their journey as long as new content was readily accessible. Similarly, micro-interactions feed a customer constant feedback regarding their interactions, thereby promoting continued interaction and avoiding situations in which the customer might have to wait.

Omni-Channel Consolidation

In order to optimize their processes, businesses need to consolidate their data. Companies can no longer track the multitude of different platforms and services their customers may use to interact with them. Consequently, omni-channel consolidation is going to become more popular, with as-a-service consolidation tools paving the path.

Subscription-based, cloud-based channel consolidation tools make it easier for organizations to manage all of their interactions with their customers, rather than seeing their interactions on a granular, per-platform basis. This gives a fuller picture of customer behavior, which leads to sharper, more accurate analytic data.

Agile Product and Service Development

Companies are going to need to pivot faster in 2018. In order to adjust their customer experience, they’ll also need to adjust their products and services in a rapid-fire way. Rather than a traditional, iterative production work-cycle, companies are going to find themselves balancing a lot of moving parts, constantly testing, improving, and optimizing their solutions.

This will create further need for advanced project management and data management suites, as companies are going to have to track not only the changes that they make to their environment and services, but also the results of these changes. Companies are going to have to become ready and willing to immediately respond to customer needs, creating not only responsive platforms but responsive cultures.

“Fog” Computing Will Give Rise to “Fog” Data

On the periphery of every network today are now Internet of Things devices. Not only are smartphones and tablets connected to networks, but so are televisions, coffee pots, and thermostats. These Internet of Things devices are going to broaden and expand in 2018, including wearable devices and augmented reality devices.

“Fog” computing is the term given to computing on these IoT devices, but these IoT devices will lead to something more interesting: fog data. Customers will be able to interface with a number of companies on their smart devices, and these companies will be able to transition the customer experience not only to the fog, but also the cloud.

Smart watches and augmented reality glasses will both represent opportunities for companies to continue to engage their customers, ushering in a new era of responsive devices. And just as companies today can take advantage of special phone features (such as native alerts), these IoT devices will come with additional functionality.

Overall, it’s all going to be about the data. Getting more data, processing it, and consolidating it — all to create a better user experience from start to finish.

Creating a Successful Multi-channel Customer Experience

Posted by on February 11, 2016


Forrester has coined the term Age of the Customer to describe today’s customer-centric era. To succeed, businesses must not only undergo a digital transformation, but to also do so with their customers’ needs in mind.

The modern consumer’s demands are ever increasing, they want the convenience of researching and comparing products online, and they want that information to be delivered on their terms. They also want options, with the ability to choose when, where, and how they interact with your brand.

Meanwhile, the digital landscape is ever changing, with the number of touchpoints on the rise, and each interaction with your brand is a piece of the overall experience. The key to a successful multi-channel approach is to put users at the center of your digital strategy and offer them a consistent experience throughout the entire journey that may span across multiple channels in a single transaction.

However, that consistent multi-channel experience also needs to be contextual, to serve up relevant content that enable users to more effectively perform tasks based on different scenarios they may be in. For example, a banking desktop site might show the user’s account summary after they log in, whereas its mobile app might want to show nearby branch locations.

Your technology needs to simplify this otherwise complex process, through a flexible solution that’s able to serve up that seamless experience for your users – they need to be able to switch from a desktop site to mobile app, and be able to pick up exactly where they left off.

To accomplish this, businesses need a flexible Multi-channel Content Management solution that can effectively engage a variety of audience groups across all applications, devices, and channels.

Rivet Logic’s Multi-channel Content Management solution is a seamless integration of Crafter CMS and Alfresco, enabling businesses to create and manage all content types through a user-friendly authoring tool, then publish to any or all channels and formats in a single step!


The solution leverages Alfresco for its powerful content management capabilities and Crafter CMS for its modern platform for building and managing rich online experiences across all digital channels. The result is a solution that allows you to create engaging, two-way conversations with your users to enable that personalized interaction with your brand!

Learn more about how you can benefit from a Multi-channel Content Management solution in our datasheet.