How to Fully Utilize Digital Analytics in Marketing: From Google’s ZMOT to McKinsey’s CDJ

[nrumohammadx1]

Today we live in a historical moment in which a phase in the history of data analysis has come to completion and another has been inaugurated, in which digital analytics and data analysis have now assumed absolute relevance in the fields of corporate communication, marketing and advertising .

The proliferation of touchpoints along the entire funnel has multiplied the ukraine whatsapp resource opportunities for interaction, causing the demand for increasingly accurate analysis to skyrocket. Access to information has grown, as has the availability of mobile devices . Companies have continued the digital transformation of their activities, investing in digital analytics, with the aim of bringing order to extremely chaotic information environments and optimizing business processes.

Data has become the most valuable resource for anyone making, or trying to influence, a decision, including consumers who actively search online for information to support their choices .

From the use of personal computers in the 80s, to the spread of the web in the 90s, to the incredible success of smartphones in the 2000s, the trajectories that people follow during their purchasing journeys and the ways in which brands interact with customers have radically changed. To frame these new dynamics, companies have begun to adopt particular frameworks as a theoretical framework in which to insert digital analytics, thanks to which they can give coherence and meaning to behaviors that are increasingly less easily categorized .

Zero Moment of Truth: How Google Captures the Moment of Consumer Choice
In 2011, Google introduced the concept of “ Zero Moment of Truth ” to indicate the interval of time that passes between the onset of a need and the stimulus to seek solutions to satisfy it, and the “First Moment Of Truth”, the situation that according to P&G’s three-phase model occurs every time consumers have to decide between alternative proposals. With ZMOT, Google intended to capture the irregular and branched nature of the logic that guides contemporary shopping choices , with consumers who show up at the shelf armed with much more information: from product reviews read on a specialized site to the report on Facebook of the experience had with that product, from the tweet of a celebrity who says he or she is in love with that brand and its services to the thousands of ads and sponsorships to which we are exposed every day.