From the course: Marketing Tools: Automation

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Evaluating user tracking tools in marketing automation

Evaluating user tracking tools in marketing automation - MailChimp Tutorial

From the course: Marketing Tools: Automation

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Evaluating user tracking tools in marketing automation

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- [Instructor] In an ideal world, every customer would sit down on their computer and immediately buy your product after receiving one email. But we know that that is definitely not the case. We know that a consumer doesn't just use one device and one email. They interact with your brand across all of the touch points on numerous devices. And that's why it's important that as you think about building out an automation strategy, you're identifying a tool that enables cross-device tracking. And this essentially allows you to capture consumer data and engagement metrics across multiple devices. So, as that buyer moves between a mobile phone, a computer, even a television set or tablet, you can align that data to that individual user. And think about this in the context of the journey. You send a message, it gets opened up on a computer. The next message on their tablet. The next on their phone, and so on. So, as we look into…

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