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Measurability is one of the greatest benefits that digital media has brought to marketers. With data and analytics tools, we gain accurate insight into how well our marketing investments are performing and optimise in response. However, too often marketers focus on the pre-sales and acquisition legs of the customer journey to the exclusion of the longer-term customer relationship.   For many brands, the objective is to create content, engagements and experiences that close sales, without thinking about how they can use digital channels to keep customers engaged and satisfied for the duration of their lifecycle with the brand. There is an obsession with immediacy and short-term ROI with little focus on the customer’s journey with the brand once the sale is concluded. Getting this right starts with looking at the brand’s customer experience architecture and how it maps to their relationships throughout the journey with the brand. This involves gaining a complete understanding of the b...

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