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Inspire, Transform, Activate: Takeaways from Tealium Digital Velocity SF 2017

Gemma Espiñeira  |  November 3, 2017

Gemma Espiñeira  |  November 3, 2017

        

On October 18 & 19, digital marketers and analysts alike united at Tealium’s Digital Velocity conference in San Francisco. With attendees taking time out of the office to network with industry peers, hear from top brands and take part in lively roundtables on everything from optimization to digital transformation, the two days were an enormous success!

Decibel booth

The Decibel team had the pleasure of showcasing how our behavioral segments and Tealium’s Audience Stream can be integrated to transform users’ digital experiences.

But the conversation didn’t end there –armed with our latest report Digital Experience Transformation: Beyond Conversion Optimization  (and a whole host of questions) -  we led a heated roundtable discussion about the dizzying heights of customer expectations online today.  

Centered around the challenges associated with delivering flawless experiences online, attendees had a lot to say about how they’re tackling digital experiences to meet high expectations and stay ahead of the competition.

Here are our top 4 takeaways:

  1. Issues appear to be industry-wide, with no business immune from the effects of poor customer experience. Everyone agreed that there is no quick fix, but businesses need to do more to understand what kind of digital experiences they’re delivering and the impact it’s having on their customers.
  1. Many businesses use traditional analytics and presume this will tell them where their website or app is failing. These tools are great for giving the overall metrics of bounce rates, page duration and conversion goals, but how do you combine it with qualitative data to get the full picture of a customer’s digital experience?

    Tools like Tealium can help bring alignment between data sets but you need to arm yourself with the ability to uncover how users are behaving as well as why they’re behaving the way they do.
  1. The hardest part of digital transformation is securing internal alignment. There is continual disconnect between teams, with either limited resource to fully unpack insights, or a lack of understanding on what other teams are measuring. It is imperative to get internal buy-in and build out processes so that insights can be actioned quickly and effectively.

    Throughout the conversation, there seemed to be a common struggle around getting buy-in from UX teams to utilize digital conversion optimization. Many UX teams prefer to focus on traditional research methods – however, it’s easy to look at navigational issues and make simple fixes, but it doesn’t always improve conversion rates. 
  1. Optimization testing is a fantastic way to improve content, deliver personalized experiences, and increase conversions – and while it’s currently sitting at the heart of many digital teams’ strategies for improving overall experience, using tests and variations to discover site problems isn’t a long-term solution. It is important to eliminate the guess work and automate the discovery of problems, understand what is causing them, and then strategize the best way to move forward – whether a straight fix or a test. Then you can really start to understand the peripheral impact of your changes. 

If you’d like to set yourself up for digital experience success, take our anonymous 5-question interactive quiz to see how your company measures up when it comes to Digital Experience Maturity. Plus, get tips on how to move forward in your digital transformation journey. 

 

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Gemma Espiñeira

Written on November 3, 2017 by:

Gemma Espiñeira

Gemma is VP of Client Services at Decibel Insight.

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