7. Voice of Customer, Digital Marketing, and Success Measurement
When we ask for someone’s opinion, we get a snapshot in time of what that person thinks. Online surveys (and digital visits) are the same. To really understand someone, you need more than a snapshot. You need to be able to understand how that person’s opinions evolve over time and how his or her behaviors are driven by and, in turn, shape those opinions. You can create a research program that helps you do that. In this chapter, we focus on extending voice of customer (VoC) research to understand visitors’ attitudes and state across their digital journey.
The last chapter focused on the role of VoC analytics in developing and deploying the segmentation at the core of digital measurement. ...
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