Designing Systems to Track Customer Interactions Across All Channels

Course Overview

A message about cross-channel interaction tracking that tries to reach everyone reaches nobody. Most disappointing results in this part of marketing and commercial practice trace back to an audience defined too broadly. The programme works equally well for those formalising the practice within marketing and commercial practice for the first time and those improving an existing approach. Participants develop a defensible line of reasoning for the choices they make about cross-channel interaction tracking. The programme is built to be used, and every section of the marketing and commercial practice discipline it covers ends in something applicable. Ambition around this strand of marketing and commercial practice outruns capacity unless the sequencing is deliberate. The programme uses small-group work so that each participant's treatment of cross-channel interaction tracking is examined, not just described. Organisations that document this aspect of marketing and commercial practice properly resolve disputes about it far more quickly. The final module sets out how progress on this area of marketing and commercial practice will be evidenced six months later.