As strategies move towards product-led and customer-led, the importance of first and third-party data is becoming invaluable in making decisions in marketing.
The "voice of the customer", the "pain points", the "addressing needs of our users" are all common phrases we hear, but how do you go about leveraging this data into practice?
Well, there's platforms like Gong where you can listen to phone calls and identify the phrases your ICPs use.
There are CRO platforms like Hotjar or AB Tasty that allow you to see how users actually interact on your website if you care about funneling people into conversions.
There's platforms like Amplitude that allow you to measure product metrics and engagement.
Then there are third-party platforms that allow you to leverage data that's a little more fuzzy into more aggregate assumptions, like demographics or location. With the death of the cookie, this data is even getting more unreliable and first-party data through your customer is becoming more important.
To measure growth, we're not just talking about more revenue or more visits. The race towards understanding key moments in the user journey is the key to unlocking what makes your user convert.
Fundamental social behaviors, first-party historical data, and user-feedback offer so much guidance.
Here are a few illustrations that show how data and analytics should be viewed in the context of search marketing:
