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1. Collect effectiveness data
If you’re not already running customer surveys to determine what your customers like and don’t like, you’re leaving valuable data on the table.
2. Create customer personas
3. Complete a customer journey map
4. Supplement with outside data
5. Use a voice-of-the-customer (VoC) program: According to Gartner, VoC programs “collect, aggregate, and provide the means to analyze direct feedback from surveys and interviews, indirect feedback from social media and customer care interactions, and inferred data such as web analytics and behavioral data.”
Don't overdo your reliance on customer personas and use of supplemental data: the quality of output may not meet your requirements. However, do what you can to overdo VoC programs, especially extended Zero Party Data.
Get the new whitepaper "Discover New Revenue Opportunities Using Extended Zero-Party Data": http://un.marteq.io/WP1/ #martech #marketing