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Measurement in a Constantly Connected World
Paul Muret / Harvard Business Review / June 4, 2013
Smartphones and tablets are the first things many of us check in the morning, and the last things we read at night. We use smartphones on the sidewalk, at work, at lunchtime, in line at the grocery store. In the evenings, we’re on our tablets while we watch TV.
Being constantly connected has changed our behavior: we simply expect the right information to be at our fingertips. And the more we come to expect that information will be there whenever we seek it out, the more we search and browse, research, share with friends and family, and (most importantly for businesses) buy things.
According to Google research, 88% of consumers research products and services before making a purchase, and the average customer consults 10.4 sources before making a choice. Today, these purchase decisions are a product of our activity across screens.
This is creating tremendous opportunities for business teams to engage customers throughout their new and more complex buying journeys. But before you can take advantage, you have to understand that journey by measuring and analyzing the data in new ways that value these moments appropriately. The payoff is better alignment between marketing messages and consumers’ intent during their paths to purchase — and ultimately, better business results.
To adapt to this new constantly connected customer, businesses should do three things: