Digital Marketing Strategy Support Based on Data Analysis in Suothesast Asia
Background and Purpose of the Project
The client was aiming to improve the customer experience (CX) by continuously implementing a marketing PDCA cycle that utilized customer data
To practice marketing in various countries and regions globally in the future, it was necessary to consolidate data analysis and accumulation know-how and standardize and systematize it
Against the background of the above, the purpose of this project was to understand customers based on data owned by business units, visualize the customer journey, and develop measures and plans to improve CX
Overview of Project Activities
Project Outcome
Analyze data on customer attributes and purchasing behavior to visualize customer images (personas) and customer journeys
Establishing a process for customer analysis and policy planning until the above can be visualized
Identify business issues (KPIs) by visualizing the customer image/customer experience (customer journey) and formulate future action plans
Data-driven customer cluster analysis, persona definition, and customer journey visualization to support digital marketing implementation processes and plans
