Duncan Shaw says, “The earlier a customer is along their journey, the less marketers know about that person. But early on is when you can best influence shoppers.

You know all about the actual purchase event and a bit about what a customer was looking at just before the transaction. But you have very little data to tell you what they were looking at and thinking before they hit your landing page and who they were talking to in the early part of the shopping journey.

Think of it as a massive spotlight on the actual act of pressing the ‘buy’ button.

You have lots of web analytics and other touch point data to help you personalise the journey and understand their situation. But it starts to get a bit murky the further back you go”.

How purchase intent data can help you understand the customer journey

‘Econsultancy’ Blog

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