NextTech: Tracking How Customers Arrive at Big Purchase Decisions


When combined, all of your customers’ clicks, opens and searches tell the story of how they come to large purchase decisions. In her NexTech breakout presentation, Elizabeth Gallagher, chief revenue officer at Lineate, used the story of her recent trip to Costa Rica to illustrate how marketers can use data to interpret customer behavior. She went through her vacation research process from start to finish, and used comparisons of backend CRM systems and customer-facing tools to show how data could be used to tell the story of what the customer was thinking.