Customer Lifecycle and MarTech
The CFO asks why the paid media budget rose 30% while cost per acquisition barely moved. Sales complains that leads arrive with no context. Customer Success is offering discounts to people who paid full price last week. Every team holds a fragment of the same customer, and none of the fragments fit.
The MarTech landscape now holds more than 14,000 solutions, and surveys suggest companies actively use only about half of what they buy. The winners are not the businesses with the most tools. They are the businesses that make every tool count toward the customer’s next step.
This book gives marketing practitioners a practical framework to assess, build, govern, and prove the value of their marketing technologies. Its organising principle is simple. Put the digital customer lifecycle at the centre of every decision, and judge every tool, team, and campaign by one question: does it move the customer from first discovery to lasting advocacy?
Inside, you will learn how to:
- Move beyond the funnel to a five-stage lifecycle: acquisition and discovery, conversion and purchase, servicing and retention, engagement and advocacy, and cross-sell, up-sell, and growth.
- Match each stage to the five pillars of MarTech: data collection and integrity, analytics and reporting, the data platform and customer unification, journey orchestration, and testing and personalisation.
- Diagnose your organisation with a two-dimensional maturity model that grades lifecycle stages and capabilities together, then set targets that respect where you are today.
- Build an operating model on five enterprise disciplines: strategy, governance, architecture, talent, and measurement.
- Win budget arguments with business cases and ROI evidence that speak the board’s language.
- Future-proof the stack for a cookieless world of first-party data, AI-driven personalisation, and rising privacy expectations.
Adobe Analytics – A Champion’s Handbook
Every click, scroll, abandoned cart, and conversion holds intelligence that can transform how organisations compete, serve customers, and scale. Adobe Analytics captures this intelligence at enterprise scale—turning noise into signal, signal into insight, and insight into action.
This handbook is not a generic user manual for clicking buttons in the UI. It is a strategic and tactical playbook for implementing, analysing, and governing Adobe Analytics at global enterprise scale.
- Implementation Mastery: Build robust, highly reliable tracking architecture from Web SDK to native Mobile Apps and server-side APIs.
- Analytical Power: Learn to configure advanced segments, calculated metrics, and custom workspaces that drive stakeholder action.
- AI-Driven Insight: Leverage out-of-the-box machine learning like Anomaly Detection and Contribution Analysis to find root causes in seconds.
- Ecosystem Integration: Bind your data layers directly to Adobe Target, Audience Manager, and the Adobe Experience Platform (AEP).
- Enterprise Governance: Architect global multisite systems with bulletproof GDPR/CCPA privacy safeguards and granular workspace permissions.