1. Why and How to Analyse Customer Journey

2. What Businesses Is It for 1. Operating and growing businesses 2. Competitive environment 3. Already tuned individual elements of the business: advertising, store, website, customer service etc 3. What Does It Do Customer Journey Analysis optimises how individual components of the business work together. It does this by isolating individual customer segments and tracks them throughout multiple interactions 4. Examples of Observations Online Display campaign brings higher-value customers than PPC campaign TVC1 is better in the morning, TVC2- in the evening Visitors to your site after 10pm need simplified registration path Short-tale PPC campaign brings in higher-value but fewer customers than long-tale TV campaigns with offer X must be 2 weeks long. 5. How It Works Start by drawing and connecting touchpoints. Example on the next page might look scary: 6. Sample Touchpoints Diagram Offline advertisingPhysical storeDisplay DigitalPPCWebsiteCall centreSecond thoughtsFacebook pageSubscribers $$$$Direct mail/ email 7. Sample Touchpoints Diagram Offline advertisingPhysical storeDisplay DigitalPPCWebsiteCall centreThis is how we build awarenessSecond thoughtsFacebook pageSubscribers $$$$Direct mail/ email 8. Sample Touchpoints Diagram Offline advertisingPhysical storeDisplay DigitalPPCWebsiteCall centreThis is how we engage themSecond thoughtsFacebook pageSubscribers $$$$Direct mail/ email 9. Sample Touchpoints Diagram Offline advertisingPhysical storeDisplay DigitalPPCWebsiteCall centreSecond thoughtsFacebook pageIt may take more than one interactionSubscribers $$$$Direct mail/ email 10. Sample Touchpoints Diagram Offline advertisingPhysical storeFacebook pageDisplay DigitalPPCCall centreWebsiteWe invite them to our Facebook page for Second social confirmation thoughtsSubscribers $$$$Direct mail/ email 11. Sample Touchpoints Diagram Offline advertisingPhysical storeDisplay DigitalPPCWebsiteCall centreThey become subscribers and we service them well and stay in touchSecond thoughtsFacebook pageSubscribers $$$$Direct mail/ email 12. Identify Segments What distinct customer groups does your business have? Demographic and geographical breakdowns What does their customer journey look like? Do they come from specific channel/context? Favour offline vs online contact? 13. Collate the Data Number of ratings/viewers/browsers/leads What do we know about those people? Can we tag customers to follow them across different media and systems (eg from clicks to CRM)? Dont be afraid to collect too much details it is always easier to aggregate than to dig up more data 14. Find Good and Bad Journeys By systematically evaluating journeys for different segments, the analyst or the software finds: what works for whom when 15. Calculate End-to-End Metrics Conversion rates Cost of acquisition Cost of sale Customer Value Return on Marketing Investment 16. Ask More Questions Does offline campaign influence online? Are older people better referrers? Do existing customers respond to our TV offers? 17. More InfoClick here