Inbound

chrlee
Inbound Professor
Inbound Professor

Which of the five fundamental steps is most challenging for you?

When it comes to integrating behavioral marketing and customer segmentation into your processes there are five fundamental steps to consider:

  1. Defining the interactions you want to track
  2. Implementing tracking
  3. Analyzing and reporting how people are behaving on your website
  4. Using this information to segment your contacts
  5. Using your segmentation to nurture

 

Which of these five fundamental steps is most challenging for you?

 

Share below the barriers you've experienced and how you've overcome some of them if applicable! 

 

To learn more about this, check out the Understanding Behavioral Marketing and Customer Segmentation lesson via HubSpot Academy.

534 Replies 534
ABarbosaS
Member

Which of the five fundamental steps is most challenging for you?

For me, the most challenging part is precisely the beginning, determining which data I want to track. In my organization, we collect a lot of data through different platforms. It seems that the tracking implementation was done before determining what we need to track. We also underwent a consistent shift in our target audience (the company transitioned from B2C to B2B), but we still receive many consumer visitors who attempt to purchase our products. Their data also ends up getting tangled in this web. Having a lot of unstructured data and lacking a CRM system with robust functionalities makes analyzing the data very challenging. This really complicates the reporting process. Without a good report, executing the subsequent steps becomes even more difficult. Perhaps it would be easier to start small, tracking specific behavioral information, for example, and then expanding the scope of information, such as segments and demographics. I enjoy interpreting information, and I am usually good at understanding what they mean for my company. However, organizing these data to comprehend them proves to be quite difficult.

MARENASGAITAN
Participant

Which of the five fundamental steps is most challenging for you?

I think that the fundamental step that is most challenging for me is analyze and reporte how people is behaving in the website

KohFujimoto
Member

Which of the five fundamental steps is most challenging for you?

I think picking and choosing one way of nurturing the segment would be most challenging. You do not have all the resources, but you want to be very effective in what you do. 

NRomano
Member

Which of the five fundamental steps is most challenging for you?

Probably analyzing and reporting how people behave is the most challenging for me.

0 Upvotes
JJUNIOR
Member

Which of the five fundamental steps is most challenging for you?

Analyzing and reporting how people are behaving on your website

0 Upvotes
MiriãPaula
Contributor

Which of the five fundamental steps is most challenging for you?

For me, number 3 is analyzing and reporting how people behave on your website. 

0 Upvotes
Ron52
Member

Which of the five fundamental steps is most challenging for you?

knowing what software to use to help segment and setup nurturing is where I would need help.

0 Upvotes
RWilliams9
Member

Which of the five fundamental steps is most challenging for you?

 Certainly! Implementing tracking and analyzing website behavior for behavioral marketing and customer segmentation can indeed present challenges. Technical Challenges for me

  1. setting up tracking codes, implementing cookies, and integrating analytics tools can be technically complex, especially for those with limited technical expertise.

    • Overcoming Strategy: Seek assistance from technical experts or utilize resources provided by analytics platforms. Many platforms offer step-by-step guides, tutorials, and support forums to help users navigate the technical aspects of tracking implementation.
  2. Data Privacy and Compliance: With increasing regulations such as GDPR and CCPA, ensuring compliance with data privacy laws while collecting and using customer data is crucial. Failure to comply can result in legal consequences and damage to reputation.

    • Overcoming Strategy: Invest in robust data privacy practices, such as obtaining explicit consent from users before tracking their behavior, implementing data encryption and anonymization techniques, and regularly auditing data handling processes to ensure compliance with regulations.
  3. Data Fragmentation: Customer data may be scattered across various platforms and systems, making it challenging to consolidate and analyze effectively for segmentation and behavioral marketing purposes.

    • Overcoming Strategy: Invest in a centralized customer data platform (CDP) or customer relationship management (CRM) system to aggregate and unify customer data from multiple sources. Ensure data integration capabilities between different systems to enable seamless data flow and analysis.
  4. Limited Resources: Small businesses or teams with limited budgets and resources may struggle to invest in sophisticated tracking tools, analytics platforms, or dedicated personnel for data analysis.

    • Overcoming Strategy: Prioritize key data collection and analysis initiatives based on business objectives and available resources. Consider leveraging free or low-cost analytics tools and outsourcing data analysis tasks to freelance professionals or agencies as needed.
  5. Lack of Data Literacy: Understanding and interpreting customer data effectively require a certain level of data literacy and analytical skills, which may be lacking within the organization.

    • Overcoming Strategy: Invest in training and upskilling initiatives to enhance employees' data literacy and analytical capabilities. Provide access to educational resources, workshops, and online courses focused on data analysis and interpretation.
ıkarık
Member

Which of the five fundamental steps is most challenging for you?

implementing tracking is the most challenging in my business. It is very hard to measure the conversition rate since we do not offer online shopping option it is only in-person.

0 Upvotes
JRevG
Participant

Which of the five fundamental steps is most challenging for you?

I am currently solely based on LinkedIn and I think what I find challenging is tracking. I know she mentioned using BuzzSumo to track on socials. That's the approach I intend to take. If anyone has experience with this or tips that would be highly appreciated. Thank you.

0 Upvotes
CLobo1
Contributor

Which of the five fundamental steps is most challenging for you?

I use inlytics https://www.inlytics.io to track the demographics on my engagement rates. There are many tools with BuzzSumo and Hootsuite offering some cool features. When you say tracking is challenging, what are the metrics you are looking to track? This is the 1st step as LinkedIn Analytics as a tool has some pretty good features too.

0 Upvotes
heynikhilsharma
Member

Which of the five fundamental steps is most challenging for you?

The nurture part is a little difficult due to lack of resources. As in nurture, we have to build email flows to educate customers which has not been done yet.

0 Upvotes
nbarcelona
Member

Which of the five fundamental steps is most challenging for you?

All of them😂

Emmaxdrubill
Member

Which of the five fundamental steps is most challenging for you?

analyze and report how peope are behaving on your website are behavin on my website.

0 Upvotes
KKropp
Member

Which of the five fundamental steps is most challenging for you?

In my business, the most challenging step is nurturing. I know how to track and analyze the data. I know my segments, but I need to figure out what elements to add to encourage them into conversion and how best to automate my systems to nurture them. 

ncraig
Member

Which of the five fundamental steps is most challenging for you?

1. Tracking consumer preferences and data can be challenging, and difficult to quantify. We need these specific sets of numbers to see where sales are highest. For example location, or product can be very crucial for next steps in advertising. 
2. To implement tracking, we must calculate, with software, where sales are highest. Not only increase marketing within the area, but offer more options of outlets to gain product or service acesss. However, that involves gaining trust in the community, which can take time and be very difficult. 
3. Navigating results from consumers on website can be difficult, especially to see the reaction to new or unique products. That is where web design can be very beneficial. The website needs options to review, thumbs up or down pop ups every so often, chat option for other buyers to communicate. 
4. Set contacts in a team can be crucial for last minute crisis or collaboration. However, if networking is slow or dry at a certain times, this can be almost impossible to increase along with the growth of the product awareness. 
5. Dividing and conquering is a must when trying to convince people to want what they don't need or want what they don't have. There is so many moving parts so it can be challenging to communicate effectively and deal with conflicts. That is why you must pay attention to all moving parts, big or small. 

0 Upvotes
AlNoman66
Member

Which of the five fundamental steps is most challenging for you?

Here are some insights into common challenges faced in behavioral marketing and customer segmentation, along with potential solutions:

 

1. Data Collection and Quality:

Challenge: Obtaining comprehensive and accurate data about customer behavior can be challenging. Incomplete or inaccurate data can lead to flawed segmentation.

Solution: Implement robust data collection processes, leverage multiple data sources, and regularly audit and clean the data. Employ data validation techniques to ensure accuracy.

 

2. Segmentation Criteria:

Challenge: Determining the right criteria for segmentation is crucial. Choosing ineffective criteria can lead to inaccurate customer profiles and ineffective marketing strategies.

Solution: Conduct thorough research to understand customer behavior. Use a combination of demographic, psychographic, and behavioral factors. Regularly review and update segmentation criteria based on evolving customer trends.

 

3. Technology and Tools:

Challenge: Access to advanced tools and technology is vital for effective segmentation. Limited resources or outdated tools can hinder the ability to analyze and interpret behavioral data.

Solution: Invest in modern analytics tools and customer relationship management (CRM) systems. Leverage machine learning algorithms for more accurate segmentation. Regularly update and upgrade technology to stay current.

 

4. Privacy Concerns:

Challenge: Increasing concerns about privacy and data protection can limit the amount of available customer data, impacting the depth of behavioral insights.

Solution: Implement transparent data privacy policies. Obtain explicit consent from customers for data collection. Adhere to data protection regulations and communicate clearly about how customer data will be used.

 

5. Integration Across Channels:

Challenge: Integrating behavioral data from various channels (online and offline) can be complex. Siloed data can result in fragmented customer profiles.

Solution: Invest in systems that facilitate cross-channel data integration. Implement a unified customer database to consolidate information from different touchpoints. Ensure seamless communication between marketing, sales, and customer service teams.

 

Overcoming these challenges requires ongoing effort and a commitment to staying informed about industry trends and technological advancements. Regularly reassess and adapt strategies to align with the evolving landscape of behavioral marketing and customer segmentation.

 

0 Upvotes
AAB
Participant

Which of the five fundamental steps is most challenging for you?

All five of these steps require careful planning and rigorous execution.

  1. Defining the interactions you want to track

If you have a large website, it is important to classify the pages based on the buyer journey stages of the different persona, so that we can have the relevant CTAs and also the relevant tagging or information architecture which will help us in tracking the various interactions meaningfully. I believe that doing this at a persona level is important as the content which might be extremely important for one persona, might not even mean anything for another.

  1. Implementing tracking

Tracking implementation might be the easiest thing in the lot. But if your website/app does not have the structure to support the tracking, it becomes extremely difficult and would require you or a digital marketer to work closely with the development team to enable that. But if your website has a structure and the content publishers have leveraged the structured data markup, the tracking implementation can be quite straight forward.

  1. Analyzing and reporting how people are behaving on your website

This step requires an understanding of your website and the analytic tools. The digital marketer should also have a strong understanding of the journeys various personas could take on the website.

  1. Using this information to segment your contacts

This understanding will help in identifying patterns of user behaviour and these patterns can be used to segment users and report on their behaviour.

  1. Using your segmentation to nurture

Once you have the segmentation, the digital marketer need to go back to the buyer journey of each persona and identify (through hypothesis testing) what their next objective/challenge is and help them address that through your next interaction. This could be done leveraging email marketing, chat applications, onsite ads/ messaging or through web ads.

0 Upvotes
IsaAmaro
Member

Which of the five fundamental steps is most challenging for you?

Acredito que usar a segmentação para nutrir é o mais desafiador, visto que mesmo com o máximo de dados disponíveis, nutrir relações ainda é dificil, pois depende de muitas variáveis advindas dos clientes.

 

0 Upvotes
EKiritsi
Member

Which of the five fundamental steps is most challenging for you?

1.Define interactions

2.Monitoring Application

3.Analyzing Behavior

4.Contact segmentation

5.Using Segmentation for Parenting

0 Upvotes
LMiller24
Member

Which of the five fundamental steps is most challenging for you?

Implementing tracking and using your segmentation to nurture.

0 Upvotes