This document discusses customer journey analysis, including: - Defining customer journeys as the end-to-end steps a customer takes to purchase, inquire about, or experience a company. - Requirements for analyzing customer journeys like needing to track multiple touchpoints over long periods of time, differentiate touchpoint types, and have high-quality data. - Tools that can perform customer journey analysis, including web analytics tools, customer journey tools, and data warehouse platforms. - Conclusions that organizations should evaluate their ability to meet requirements before selecting a tool in order to optimize budgets, campaigns, and personalization based on customer journey insights.

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Customer Journey Analyses:
Requirements and Choices of Implementation
04.04.2014

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Agenda
Agenda
Customer-Journey-Analyses
Definition
Reasons to run this type of analyses
Requirements for Customer-Journey-Analyses
Length of contact chains
Touchpoints
Time
Touchpoint measurement
Human behaviour
Tools/Methods of Customer-Journey-Analyses
Web-Analytics-Tools
Customer-Journey-Tools
Time series analyses
Data Warehouse analyses
Conclusions

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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

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 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?

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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

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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?

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Requirement: Time
dag 04.04.2014
How long is a journey?
30 days
Catalogues may be sent twice a year
Re-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"

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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

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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

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Tools/methods of customer journey analyses
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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
AdClear
Exactag
Intelliad
RefinedAds
Use statistical methods (time series analyses)
Immune to device switches
Connect online and offline events
Use your Data Warehouse
Enables cross media analyses
Enables usage of collected customer journey data for personalisation

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Conclusions
dag 04.04.2014
OK, it makes sense to consider customer journey analyses
Budget optimisation
Campaign optimisation
Personalisation
Before choosing a tool you should check
Do your clients use (perceive) more than one touch point
Is the impact of previous touchpoints big enough to justify the TCO of customer journey analyses
Is 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

12. © contentmetrics GmbH 2013 12 10.04.2014
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