We’ve discussed how marketers can impact the customer journey by providing them with the next best experience, through personalization, and more. But how can you know that your customer journey efforts have been successful? For marketers, journey analytics is a new way of thinking about the same kind of analysis that they’ve done for years. Instead of focusing on individual campaigns, singular-channel attribution or the performance of a specific asset, marketing journey analytics shifts the focus from the content to the consumer. While click-through-rate, cost-per-click, and other key marketing metrics are still important, marketing journey analytics drives more value by providing a complete view to understand consumer behavior across time. These might still be cost per acquisition or cost per customer, but instead of looking at only the endpoints of awareness and conversion
How Can Marketers Use Journey Analytics?
While many businesses have been using journey analytics for years, often choosing one of the customer journey analytics vendors analyzed by Forrester Research, even newcomers can quickly find value by applying journey analytics practices.
Determine Which Metrics Matter
Marketers often have a wealth of data. In fact, 62% of them say that they have too much. Rather than increasing the amount of data marketers have to look at, marketing journey analytics cuts through the noise, allowing marketers to pinpoint inflection points in the customer journey. When marketers know which areas in the journey need to be fixed, they can more quickly prove value, and impact future interactions, driving new and repeat business. Looking at the entire journey also lets marketers see how metrics flow, that is – how success in one part of the journey impacts success in another. One example of this is how some businesses can enrich their targeting with location data, or combine weather and location data to make even more relevant offers based on people’s previous preferences.
Sometimes, customers take paths through the customer journey that marketers don’t expect. The most important thing to strive for here is uncovering which journey steps will bring the most value, even if they were not yet known. Sometimes, that involves finding what isn’t working and fixing it. For example, when Kitewheel helped Gerber implement customer journeys to support best next content suggestions, we discovered that Gerber’s audience was different from what they expected. These customers took different paths than the ones Gerber had originally planned. Because they used marketing journey analytics to perform a journey discovery process, they were able to influence customers more effectively than ever before.
Omni-channel Real-time Attribution: A Holy Grail for Digital Attribution
For marketers, it can be difficult to pinpoint the impact of different marketing activities. With marketing journey analytics, marketers can see which email began a set of activities, which then lead to future engagement on social media, and which web pages lead to eventual in-store visits. By looking at all parts of the customer journey and stitching together data from across time, marketers gain powerful insight into their impacts on the business and can finally see what happens before and after ad interactions. When a customer clicks on a retargeting ad, then navigates on the website, clicks on a link in an email, or engages with the brand social media page, both of those interactions are part of the journey. Seeing which order of interactions converts best is one great way marketers can see value from journey analytics.
How Personalization Helps, and Where it Hurts
Where traditional marketing analytics looks at how influential individual campaigns or programs are on overall business success, journey analytics actually enables more micro-scale influence. By shifting the focus to individual activities and how those connect and influence each other across time, investments in marketing journey analytics can be used to actually influence the journey in real time. The same systems that are listening to customer activities can detect when individual customers take a specific action. This information can then feed into a journey orchestration tool. That orchestration tool then delivers the next best content or experience for the customer.
Journey Analytics Starts with Marketing, But Supports the Entire Customer Journey
While marketing journey analytics is most powerful when used as part of a cohesive customer journey, it can be incredibly valuable on its own. Often the first step in the process of bringing full-fledged journey management onboard at a business is to first perform a journey analytics project, complete with journey discover and metrics identification. Marketing journey analytics might be the right place for you to start if your business wants to reach new heights of customer experience excellence.
Interested in learning more about how businesses get started with customer journey analytics? Watch our demonstration of customer journey analytics in action, register for the on-demand webinar for key insights into how to bring journeys to your business.