As a CX, Marketing, BI or Analytics pro, you’re inundated every day with information about new solutions to improve customer data integration and measurement. But what exactly is the difference between technologies like customer journey analytics, CDPs, business intelligence, customer analytics, journey mapping, personalization and orchestration? Each of these different technologies has a different set of capabilities, pros and cons, and problems they are designed to solve. Also, different teams within your organization may also have conflicting preferences and requirements for which tools to use. So how do you choose the right solution for your organization? Check out this presentation to find out what you need to know. You'll learn: -Primary use cases, advantages and disadvantages of each type of solution -Which solutions work best with your existing technology stack -Similarities and differences between journey analytics and these other approaches -How to align other parts of your organization with your preferred approach to customer data management and analytics

1. Customer Data & Analytics:
Making Sense of Today’s
Technologies
Steve Offsey
VP of Marketing
Pointillist
®

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About the Speaker
Steve Offsey, VP of Marketing, Pointillist
@MarketBuildr
Steve leads the marketing team at Pointillist. Prior to
Pointillist he was a member of leadership teams at
TandemSeven, AIR Worldwide (sold to Verisk
Analytics) and Verbind (sold to SAS Institute). Steve
speaks and writes about a variety of topics, including
customer experience, marketing analytics and agile
marketing. Steve earned an MBA and PhD from
Cornell University and a BS from MIT.

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Today, every company competes on customer experience
1/3 consumers say they’ll leave a brand
after they have one bad experience…
1/2 would leave after several.
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Traditional customer data management approaches
create obstacles to accessing your customer data
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Customer insights are dependent
on the availability of specialists
with ample skills, tools and time.

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Business leaders know what they need to do
Unify customer data
and match customer
identities across
touchpoints
Visualize real
customer journeys
Segment customers
based on behavior,
demographics, and
psychographics
Rapidly generate insights
to understand factors
impacting KPIs such as
revenue, churn, cost-to-
serve, CLTV, etc.
Orchestrate
personalized multi-
channel experiences
No requirement for
scarce data science
& coding skills

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? ?
Customer
Data
Journey Analytics
Business
Intelligence
Customer
Analytics
Digital
Experience
Journey
Mapping
Which kind of solution is best for me?

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Customer Data Platforms (CDPs)
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What are CDPs? Primary Users
"A Customer Data Platform is packaged
software that creates a persistent,
unified customer database that is
accessible to other systems”
Marketing
Customer Data Platforms (CDPs)

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Pros
Customer Data Platforms (CDPs)
Unifies first-party, individual-level customer data from multiple sources,
to create “Golden Records”
Consolidates profiles at the person level and connects attributes to
identities
Users can create and manage segments
Does not require the level of technical skill of a typical data warehouse
project
Data can be used by other systems for analysis and to manage customer
interactions

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Cons
Difficult to incorporate unstructured data
Immature analytics capabilities
Most don’t support time series analyses (e.g. how many people did Y
before Z but after X?)
Many lack advanced identity resolution capabilities such as
probabilistic matching
Can’t account for anonymous customers
More than 80 vendors each with their own definition of CDP
Customer Data Platforms (CDPs)

12. Business Intelligence Tools
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Business Intelligence Tools
What are business intelligence tools? Primary Users
“A set of technologies that transform raw
data into meaningful and useful
information used to enable more
effective strategic, tactical, and
operational insights and decision making
that contribute to improving overall
enterprise performance.”
Analysts
Business Users

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Pros
Mature, scalable technology
Supports an IT-enabled workflow, from data to centrally delivered and
managed analytic content
Enables interactive dashboards with visual exploration and embedded
advanced and geospatial analytics
Large pool of analysts trained in BI analysis and report generation
Applicable to non-customer data & analyses
Business Intelligence Tools

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Business Intelligence Tools
Cons
Requires technical expertise to set up and maintain data warehouse/lake
Difficult to do time-based series analyses (e.g. how many people did Y
before Z, but after X?)
No ability to visualize customer journeys
Complex queries may require hours to run
High cost per seat may limit the scope of deployment

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Customer Analytics Tools
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Customer Analytics Tools
What are customer analytics tools? Primary Users
Customer analytics tools “are used to
segment buyers into groupings based on
behavior, to determine general trends, or
to develop targeted marketing and sales
activities.”
Analysts
Data Scientists

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Customer Analytics Tools
Pros
Contain extensive libraries of statistical analysis techniques, e.g. analysis
of variance, regression, clustering, etc.
Include prebuilt models for common use cases, e.g. forecasting,
propensity, lookalike targeting and churn/attrition
Extendable with your data scientist’s custom models built in R, Python or
SAS
Most include or integrate with text analytics modules

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Customer Analytics Tools
Cons
Requires advanced data science skills to create, train and run models
Difficult to do time series analyses or visualize customer journeys
Solutions focused on business users lack transparency by only
exposing model output to users
To perform automated data ingestion, integration, and ultimately
machine learning, your data must be mapped to the solution's data
model

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Journey Mapping Tools
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Journey Mapping Tools
What are journey mapping tools? Primary Users
Software that “illustrates customers'
processes, needs, and perceptions
throughout their relationships with a
company.”
CX
Marketing

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Pros
Visually communicates your customer’s current experience across
touchpoints
Captures customers’ emotions and feelings in addition to their
actions
Powerful for aligning the organization around a customer-centric
model
Can serve as a change management and governance tool
Motivates discussions to identify and prioritize opportunities to
improve CX
Journey Mapping Tools

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Journey Mapping Tools
Cons
Fail to reflect the millions of real-world paths customers actually take
since they’re typically based on a small sample of qualitative data
Hard for employees to avoid biasing using their own experiences,
desires and goals
Can’t analyze and influence customer behavior in real time
Difficult to directly measure the impact of customer behavior on KPIs

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Digital Experience Platforms
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Digital Experience Platforms
What are digital experience platforms? Primary Users
“An integrated set of core technologies
that support the composition,
management, delivery and optimization
of contextualized digital experiences”
Marketing
Product /
Operations

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Digital Experience Platforms
Pros
Provides a broad set of tools for digital experience management, including
content management, personalization, some analytics
Support B2B, B2C and B2E use cases
Some include AI and ML for next best offer and next best action
Most vendors have large partner ecosystems

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Digital Experience Platforms
Cons
Complex suites requiring multiple products to be successful
Limited connectivity to other data sources (e.g. call center, billing)
Some organizations may be challenged by complex integrations, high
costs of ownership and steep learning curves
Analytics capabilities are typically light

28. Customer Journey Analytics Platforms

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Customer Journey Analytics Platforms
What are journey analytics platforms? Primary Users
Journey Analytics platforms “combine
quantitative and qualitative data to
analyze customer behaviors and
motivations across touchpoints and over
time to optimize customer interactions
and predict future behavior.”
CX
Marketing
Analysts

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Customer Journey Analytics Platforms
Journey Analytics Core Capabilities
Journey analytics combines
data unification,
visualization, analytics
& orchestration

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Customer Journey Analytics Platforms
Choose the right solution based on your needs
Capability Your Needs Best Solution
Journey Discovery § Understand and communicate your customers’ actual journeys
§ Uncover behavioral segments
§ Measure the impact of customer behavior on KPIs
Analyzing customer behavior data across touchpoints and over time to
uncover meaningful customer segments and to quantify the impact on your
KPIs
Journey Mapping § Transform an organization to become more customer-centric
§ Ideate and communicate journeys for new products or processes
Create a visualization of your customer’s experience across touchpoints and
over time, as they seek to achieve a specific goal
Journey Orchestration § Automate interactions at each step of the journey
§ Coordinate interactions across channels
§ Personalize engagement using information about the customer
and where they are in their journey
Automate real-time, personalized interactions that improve the journey flow
and drive desirable outcomes
Journey Optimization § Increase the rate and speed at which customers complete their
own unique journey to reach an objective
A platform to create and test hypotheses to learn how to interact most
efficiently with each customer based on their unique journey
Journey Insights § A deeper understanding of customers’ needs, behavior and
emotions as they seek to achieve a goal
A journey dashboard to bring together qualitative and quantitative data to
highlight factors with greatest impact on goal achievement
Journey Design § Define a hypothetical path and automate the workflow for
customers engaging with a new product or service
A platform that enables you to create a sequence of customer steps to
achieve a goal and automate interactions

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Customer Journey Analytics Platforms
Easily unify data across all systems tools and sources
Allow you to discover and visualize your customers’ experiences
Analytic platforms that are built to perform longitudinal, time series
analysis across billions of customer interactions
AI and machine learning capabilities rapidly discover insights in
minutes that would have taken data science teams days or weeks
Enable business users and analysts alike to understand factors
impacting KPIs such as revenue, churn, cost-to-serve, CLTV, etc.
Turn insights into action by orchestrating engagement with your
customers at optimal points along their journey, in real time and
through the most effective channels
Pros

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Customer Journey Analytics Platforms
Cons
Not all solutions cover all CJA capabilities with the same depth or, in
some cases, at all
Some solutions have extensive features for orchestration, but are not
capable of discovering journeys
The set of data types and sources that can be integrated may be limited
Analytics capabilities in some solutions may be constrained to data
from interactions orchestrated by the platform

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Unify customer data & match
customer identities across
touchpoints
Visualize real customer journeys
Segment customers based on
behavior & demographic traits
Generate insights to understand
factors impacting KPIs like revenue,
churn, cost-to-serve, CLTV, etc.
Orchestrate multi-channel,
personalized experiences
Advanced data science or coding
skills NOT required
Journey
Analytics
Customer
Data
Business
Intelligence
Customer
Analytics
Digital
Experience
Journey
Mapping
Summary: Solution Comparison Strong Medium Weak

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Thank You!
Pointillist customer journey analytics software rapidly
uncovers customer insights, so you can dramatically
improve marketing and customer experience.
Powerful Insights. Visualized. Actionable.
Journey Visioning
Platforms
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