customer journey analyses: requirements and choices digital analytics day 2014

© contentmetrics GmbH 2013 1 03.05.2023

Customer Journey Analyses:

Requirements and Choices of Implementation

04.04.2014


Agenda

Agenda

Customer-Journey-AnalysesDefinitionReasons to run this type of analyses

Requirements for Customer-Journey-AnalysesLength of contact chainsTouchpointsTimeTouchpoint measurementHuman behaviour

Tools/Methods of Customer-Journey-AnalysesWeb-Analytics-ToolsCustomer-Journey-ToolsTime series analysesData Warehouse analyses

Conclusions


Online customer journey analyses

dag 04.04.2014

Analysing the online (and offline) end to end steps/touchpoints a customer goes through in order to either purchase, enquire, utilise or experience what they want from your company or organisation

Budget allocation — Customer journeys highlight the media of most impact, providing an informed data point for ROI calculation within an attribution model

Channel optimization — By knowing the preceding touchpoint or traffic source, reinforce the connection between the two channels

Personalisation strategy per touchpoint — By having the context of a customer’s buying pattern, customize content to acknowledge past actions

© contentmetrics GmbH 2013 4 03.05.2023dag 04.04.2014

Can’t we do this within our Digital-Analytics-Tool ?

Budget allocation

Channel optimization

Personalisation strategy per touchpoint

Why not using our Digital-Analytics-Tool?


Requirement: length of contact chains

dag 04.04.2014

How many touchpoints do we see in our existing Digital-Analytics-Tool(s)?

Quite often it is just 1 (one) …

Keep in mind the impact of customer journey analyses on revenue could be small


Requirement: Touchpoints

dag 04.04.2014

“All touchpoints are equal …?”

Paid vs. Organic

Ads vs. Content marketing

Post click vs. Post view

Online vs. Offline

External vs. Internal

Conversions = Touchpoints?


Requirement: Time

dag 04.04.2014

How long is a journey?

30 daysCatalogues may be sent twice a yearRe-targeting: “free shipping” because you just left a shopping site: valid for a few minutes

How relevant is a post view touch point on that re-targeting ad after the offer expired?

We need a model for “attribution decay” (William Gibson) in customer journey

The rules for building the customer journey and the rules of the attribution model have to match with the complex reality of "how do we communicate with our (potential) customers"


Requirement: Touchpoints measurement

dag 04.04.2014

At what kind of granularity are you currently running your online campaign reporting within your Digital-Analytics-Tool?

High level ….. You need first to think about a new concept to get correct results for your customer journey analyses

Do you have quite often unreliable campaign reports because of double used and/or missing campaign Ids?

You need to check/improve/automize your campaign ID Management

At the end you must be able to synchronise your Digital-Analytics-Tool and your potentiell Customer-Journey-Tool, CRM, BI, Data Warehouse platform


Requirement: Human behaviour

dag 04.04.2014

Is online marketing really willing to shift budgets based on customer journey analyses results?

Discuss consequences first .... some channel owner might not be amused about cutting their budgets


Tools/methods of customer journey analyses

dag 04.04.2014

Check your Digital-Analytics-Tool, if it could be enhanced? If not, you might implement in addition Google Analytics …

Select and implement a customer journey tool such as

AdClearExactagIntelliadRefinedAds

Use statistical methods (time series analyses)

Immune to device switchesConnect online and offline events

Use your Data Warehouse Enables cross media analysesEnables usage of collected customer journey data for personalisation


Conclusions

dag 04.04.2014

OK, it makes sense to consider customer journey analyses Budget optimisationCampaign optimisationPersonalisation

Before choosing a tool you should check Do your clients use (perceive) more than one touch pointIs the impact of previous touchpoints big enough to justify the TCO of customer journey analysesIs your data quality good enough to identify the relevant touchpoints (campaign ID management!)Is your organization ready to act on customer journey results

If all that‘s OK, then select a tool or method to run customer journey analyses matching your requirements


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Roland Markowski

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Office: 040 1804 336 - 20Mob: 0162 2414499

Nic Diefenbach

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customer journey analyses: requirements and choices digital analytics day 2014

Data & Analytics