Researching. Browsing. Transacting. These are all components of the customer journey, and now more than ever, they are taking place beyond physical channels. While the process of researching and browsing increasingly shifts to online and mobile platforms, the majority of consumers still prefer to transact in brick-and-mortar locations. As a result, while physical channels certainly remain relevant – to a varying extent – the way organizations across industries evaluate new programs and initiatives must be customer-centric.
Many best-in-class organizations have already established a standardized test vs. control approach with which to evaluate new initiatives. Business experiments at the customer level are common in areas such as marketing, where leading companies leverage customer analytics to measure the true impact of their campaigns. But as the question for executives shifts from “How do we collect more data?” to “How can we use our data more effectively?”, decision-makers must think outside of the box in their application of customer analytics.