McKinsey's Customer Decision Journey : Decision-Making Under the Microscope

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The Zero Moment of Truth is the photograph of this chaotic and generally unpredictable overlapping of information flows that consumers have now learned to govern to reach their specific objectives, rapidly switching from one source to another and moving fluidly between the online and offline worlds. Digital analytics prove essential in accounting for these journeys that are so non-linear.

McKinsey's Customer Decision Journey (CDJ) seeks to convey the uruguay whatsapp resource interwoven system of influences that are exerted on consumers during their purchasing process. In particular, it identifies the critical moments that consumers experience before purchasing. Digital analytics allow us to translate this situation of indecision and subsequent attempts into a series of inputs that will provide marketers with useful insights for designing and implementing their strategies . The Customer Decision Journey is made up of multiple steps, and each step represents a distinct phase of the decision-making process. At each step, brands obtain increasingly accurate information about their relationship with the consumer, which analysts can use to expand and articulate their knowledge of the target audience. The CDJ allows us to recognize the logic underlying each customer's journey, regardless of the product being evaluated.




Digital Analytics allow you to build profiled and meaningful customer experiences
While theoretical frameworks are now widely known among industry professionals, data analysis technologies are also becoming more accessible, both thanks to progress in the creation of open-source tools and to the presence of qualified partners who can help companies implement and profitably use complex and rigorous IT solutions.

In addition to the technological element, the economic, social and cultural context has also had a profound influence on the demand for data analysis . The search for solutions capable of reducing conditions of uncertainty and the need for greater responsibility on the part of companies have contributed to the emergence of digital-based business models and given a significant boost to the use of digital analytics.

A digital analytics-based marketing, equipped to navigate different media and channels, operates today using the enormous amount of information that organizations have access to , information that comes from a variety of different sources, both proprietary and third-party. Behavioral, contextual, psychographic, demographic and geographic data and the results of less immediate measurements such as the degree of customer satisfaction with a brand, are used to attribute an operational meaning to each interaction with the brand and to build, starting from this interpretation, more profiled and meaningful experiences .