Digital intelligence allows analysis to predict and correct, not just to measure growth. To reduce the margin of error on which marketing works, due to social and digital changes, digital intelligence offers the possibility of analyzing data and translating it into valuable information in order to:
1. Anticipate future mistakes. Data from past failures is analyzed to know under which circumstances they occurred and to compare current actions to predict errors with days, weeks, or months in advance.
2. Create emergency plans. The data allows us to know how the channels work, what their strengths and weaknesses are, in order to create hypotheses about possible failures, either due to external circumstances or human errors and, if it were the case, to have an emergency plan, a basic requirement after the pandemic.
3. Detecting where are the flaws coming from. A complete data analytics allows tracking the customer journey from the first click to a successful purchase, which allows to know where it came from and what its behavior is. This means it is possible to figure out negative patterns. For example, knowing in which channel there’s less engagement and in which step of the journey the abandonment is carried out, allows to effectively change strategies.
4. Get to know consumers in depth. Information about their tastes and behavior allows you to improve your shopping experience and increase retention.