Track, Evaluate, and Iterate

PathFactory is a fantastic tool that allows you to consolidate the customer experience into digestible resources and track where the user is within their journey. In the digital customer space, the customer journey traverses multiple channels and the customer is far more self-reliant in their discovery of information. With PathFactory, you can help a motivated user consume multiple assets within a single sitting and easily identify highly engaged customers and highly relevant channels to act on. Their direct integration with Eloqua makes it an easy-to-use tool to pull into your digital marketing stack.

PathFactory has helped us generate data about where are customers are in their digital experience, how they engage from different channels, and what types of content are most relevant and engaging. The integration of Eloqua forms has also allowed us to enable our customers to raise their hands for additional services and assistance. PathFactory helps us make more informed decisions in regards to our digital marketing programs.

It took us a few months to get setup within PathFactory (formerly LookBookHQ), however, we had a large volume of content to begin with that needed to uploaded, organized, and to have our links updated within Eloqua to begin collecting data. The earlier you can get setup with a content management and tracking system, the better.

PathFactory not only helps us identify fast moving buyers for our services, but it also helps us identify customers who need assistance with their purchases so that we can retain our customers, which we see as equally valuable. It enables us to deliver self-help packages to our customers with hand raisers built in to add useful support for those who need a helping hand.