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Ever think about what happens in a digital minute? The numbers are mind-boggling—51,000 Apple store downloads, more than 4 million Facebook likes, and about 4,300 unique visitors to Amazon, just to name a few (source).

It makes sense then, that 90% of all the data in the history of the world was generated over the last two years alone.






Information has always been power, but never has there been so much information at our customers’ fingertips.  By the same token—never has there been more information about our customers available to us as marketers and businesses. But with so many digital footprints being generated around us, how do we decipher the paths being created by our customers and use them to our advantage to lead a successful business?


The key lies in another trend that has surfaced as part of this digital transformation – the “Age of the Customer”. With this comes the need for a personalized customer experience. In fact, studies show that a better customer experience correlates with higher growth revenue in most industries (source).


Therefore, when it comes to navigating the myriad of digital footprints out there, it's not only about observing what paths our customers take, but also about laying out customized paths, or "buyer journeys" for them to follow in their digital experience.

So, how can you redefine the customer experience in the digital world? Here are 8 tips for building a personalized digital path for your customers:


1. Start by understanding your buyer personas—what are their interests, needs, and “pain points”?

2. Be sure to observe and analyze your customers’ current digital footprints. What types of content are drawing them in? What web pages are they lingering on?  Where are they exiting your site? What other digital platforms are they using to find and exchange information about your industry, solution or products?


3. Have a very clear picture of what your funnel looks like—clearly define the buyer stages, and digital paths you want specific targets to follow.

4. Explore options such as web-personalization and remarketing to build on-and off-property delivery of your “personalized” content/message.

5. Start small, think big. Use a phased approach so you can scale.

6. Define success – what does it look like qualitatively and quantitatively?

7. Test, measure and re-segment as necessary based on key metrics.

8. Accept that the customer journey is not linear the only constant in the digital world will be change.

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To sum it all up…customers hold the key. They will help you build blueprints to plan when and where to engage with them to drive your buyers through their unique digital journeys.

At EMC, our customers are at the heart of what we do, and in this “Age of the Customer” we know the best way to ensure business success is to be adaptive and evolve as our customers evolve. Help us redefine your experience in the digital world by sharing your story and joining our company-wide customer celebration.

Co-authored by:

Gina Kieslich, Consultant Marketing Program Manager, Solutions-Big Data @GKMarketer

Linna_Gao Associate Marketing Program Manager, Americas Field Marketing @_LinnaGao

The Boole2School Campaign officially launched on 29th September 2015 at University College Cork (UCC), Ireland. Over 21,000 students from across the globe have already signed up for the lessons on 2nd November 2015. We are encouraging students globally from the ages of 8 to 18 to register and take part in the Boolean mathematics lessons. The lessons are free to download and all the school needs to do to register is visit the website and sign up. To engage students in the use of logic, they will learn how Boolean operators play a central role behind the scenes in the video games Candy Crush Saga and Minecraft.


I was also lucky enough to be at the photo shoot last week for this launch. UCC currently have tours around campus with "George Boole" which is a fantastic idea and really highlights Boole for visitors. A young George Boole stepped in to take a class on the Quad




Here at EMC a video was recorded by EMCTV and Aoife Favier to celebrate the launch of Boole2School. This short video gives a brief outline of what Boole2School is all about, as well as a quick hint at what George Boole might have worn when teaching!  You can view the video here


Bob Savage, VP and MD of EMC Centres of Excellence EMEA, quoted “Boolean logic is at the heart of the video game and computer science, and engaging young pupils through a medium they understand and enjoy is an innovative way of encouraging STEM learning and promoting STEM careers. EMC is pleased to support this initiative, particularly as the Irish and global tech economies demand more graduates knowledgeable in technical subjects.”


Dr Michael Murphy, President, UCC said: “UCC Brings Boole2School is hugely significant in that it will introduce teachers and students worldwide to the work and remarkable achievements of George Boole, our first Professor of Mathematics. The initiative will emphasise the long-term value of supporting creativity and research.” said Dr. Michael Murphy, President, UCC.


Let's help celebrate George Boole globally and get your schools signed up. After all, it's only logical!


Elaine Beare

Associate Program Manager

EMC Ireland COE


Follow me on Twitter @elainebeare



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