Customer Journey Analysis

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Why and How Marketers Can Analyse Customer Journeys. Once individual components of marketing process work - the website, social presence, offline and online advertising all optimised individually, the next step is to analyse and fine-tune the entire user experience, across all channels and touchpoints.
You cannot do this 'in general' and 'on average' - instead, you should follow each customer segment and see how they respond to your offers, website, service etc.

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Customer Journey Analysis

  1. 1. Why and How to Analyse Customer Journey
  2. 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. 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. 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. 5. How It Works Start by drawing and connecting touchpoints. Example on the next page might look scary:
  6. 6. Sample Touchpoints Diagram Offline advertising Physical store Display Digital PPC Website Call centre Second thoughts Facebook page Subscribers $$$$ Direct mail/ email
  7. 7. Sample Touchpoints Diagram Offline advertising Physical store Display Digital PPC Website Call centre This is how we build awareness Second thoughts Facebook page Subscribers $$$$ Direct mail/ email
  8. 8. Sample Touchpoints Diagram Offline advertising Physical store Display Digital PPC Website Call centre This is how we engage them Second thoughts Facebook page Subscribers $$$$ Direct mail/ email
  9. 9. Sample Touchpoints Diagram Offline advertising Physical store Display Digital PPC Website Call centre Second thoughts Facebook page It may take more than one interaction Subscribers $$$$ Direct mail/ email
  10. 10. Sample Touchpoints Diagram Offline advertising Physical store Facebook page Display Digital PPC Call centre Website We invite them to our Facebook page for Second social confirmation thoughts Subscribers $$$$ Direct mail/ email
  11. 11. Sample Touchpoints Diagram Offline advertising Physical store Display Digital PPC Website Call centre They become subscribers and we service them well and stay in touch Second thoughts Facebook page Subscribers $$$$ Direct mail/ email
  12. 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. 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)? • Don’t be afraid to collect too much details – it is always easier to aggregate than to dig up more data
  14. 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. 15. Calculate End-to-End Metrics • • • • • Conversion rates Cost of acquisition Cost of sale Customer Value Return on Marketing Investment
  16. 16. Ask More Questions • Does offline campaign influence online? • Are older people better referrers? • Do existing customers respond to our TV offers?
  17. 17. More Info Click here

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