Turn Data Chaos into Data Value
We strive to create compelling content that resonates with audiences across the entire customer journey. This interactive brochure provides one example tailored to different stages of the customer journey.
The Challenge
Our team always considers the customer journey when developing content. Often, a campaign or asset is structured to address only one part of the customer journey. Those campaigns can be very effective when they’re built around stages such as identify needs or consider & select. But for this project, focused on the SAP Data Intelligence solution, the goal was to address the full spectrum of the customer journey.
The Strategy
As with all our large-scale projects, the customer worked directly with the writer and designer to develop the content and style of the asset. The writer’s familiarity with the customer journey helped build the structure of the asset so it supports each stage of the journey. Because of time constraints, the writer and designer developed a static PDF version of the asset first and then built the interactive brochure. The asset was built so it could evolve over time, adding new use cases and information. This has proven to work well, as we adapted and updated the brochure several times over the past five years for this customer.
The Results
As you can see, it is built around staged information for SAP Data Intelligence, which covers the full customer journey. This helps not only the customer by providing the right information for wherever they are in their customer journey, but also the owner of the asset, as they have a single asset that supports their solution across the customer journey as well. When the initial draft was shared with the customer, they said, “This looks wonderful- thank you! We are excited to get this live.” The customer continued to support and update this asset for nearly five years, which we feel is a credit to its effectiveness.