How can Businesses Leverage Data Analytics to Influence Consumer Purchase Journey at Various Digital Touchpoints?

By : Sunanda Kaila

Page No: 699-714

Abstract
Consumer needs and behaviors change rapidly as they are exposed to information anywhere, at any time; the constant inflow of news about your friends’ lives, politics, global affairs, and the general overload of media create distractions day in and day out. The consumer purchase journey now than ever is hugely getting influenced by the various digital touchpoints. Consumers are switching between various online platforms before making a purchase decision. For business, the challenge is how to show up at all of these moments. This paper, is based on the qualitative methods using group discussions, and field surveys that included a total of about 120 people who were approached through remote data collection techniques. These research participants had already implemented digital marketing and data analytics in their businesses. This paper discusses the consumers linear and non-linear journey and how various digital touchpoint affect their decision-making process of a consumer. Further the paper discusses the finding from a survey done with marketing professions on Data analytics and the 3C as Consumer, Channel and Content, to understand whether or not data analytics and its implementations on the 3C’s help business in influencing the consumer journey at various touchpoints and how businesses can leverage Data analytics while planning marketing strategy.

Author :
Sunanda Kaila
She is a Digital Marketer and Founder of the blog “The Gentleman’s Style”. Her areas of expertise are in Retail sale & marketing and Customer relationship management backed by, profound 7 year’s of work experience in company’s like Raymond Apparel limited and Aditya Birla fashion and retail limited. She has Master’s degree in Fashion Business Management from University of Westminster, UK and a PG Certificate in Digital marketing from MICA.
 

DOI: https://doi.org/10.32381/JPR.2020.15.02.30