Consumer behaviour and how people seek out information and assistance has changed dramatically over the last few years. Consumers have a connected mobile device with them at all times and use it to create “I want to know, I want to do, I want to go, and I want to buy” kind of moments hundreds of times a day. We call these micro-moments.
These micro-moments shape and reshape our lives and expectations multiple times a day. This phenomenon is forcing marketers to rethink traditional approaches to audience segmentation, targeting, and customer journey planning.
Because every customer is unique and different, especially when put in the context of time, place, intent, needs and wants, traditional audience segmentation and targeting techniques are no longer effective. Instead, we must approach each campaign as if we are creating a segment of one. That means every customer must be treated differently, requiring websites, commerce sites, ads, emails, and apps to be personalised in millions of ways.
Actual Experience PLC (LON:ACT), an analytics-as-a-service company, provide digital experience quality analytics services in the United Kingdom, the United States, Europe, and internationally.