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HOW TO GET STARTED WITH CUSTOMER JOURNEY ANALYTICSJuly 14, 2021

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Today’s Speakers

Shirli ZelcerHead of Analytics & Data

Merkle

Scott NuernbergerHead of Analytic Solutions

Merkle

Amanda GessertHead of BI & Visualization

Merkle

Alice HarmonHead of Health Analytics

Merkle

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OUR VISION

We are a customer experience transformation business partner

to the Fortune 1000

The future of brand loyalty and competitive advantage is the

customer experience

We empower the world’s leading brands to transform their

data, technology, and organizational capabilities to deliver

differentiated customer experiences

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AGENDA • Importance of Customer Journey Analytics • Customer Journey Analytics Framework• Case Study• How to get started?

Customer Journey Analytics Accelerator

• Q&A

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The Customer Experience is Now on Every CEO’s Agenda

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66% of consumerscare more about experience than they do price when making a buying decision.

56% of shoppershave stopped shopping a brand site due to poor experiences.

61% of customerssay connected and personalized interactions are very important to winning their business.

5%increase in

customer retention rates increases profits anywhere from 25% to 95%

67%loyal customers

spend 67% more than new customers

88%of customers are

less likely to return to a website where

they had an unpleasant experience

Why is Customer Journey Important?

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60% of execs said they will increase spending to strengthen their first-party data since Google announced the discontinuation of third-party cookies.

-2020 Winterberry Group “State of Data” survey

65% of ad buyers will be relying more heavily on ID graphs built on first-party data in 2021.

-2020 Advertiser Perceptions “ID Resolution Marketplace Report”

Marketers cited martech for first-party data initiatives as their “top technology investment priority”.

—2018 Forbes “Real-Time Marketing Accountability” Report

The Rising Importance of First-Party Data

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Today’s Environment Leads these Analytic Focus Areas

CUSTOMER DATA PLATFORM (CDP)• Central store for

customer data• Enabling technology• “The Chassis”

CUSTOMER JOURNEY ANALYTICS• How to turn customer

data into actionable insights

• Establishes decisioning and closed loop measurement

• “The Engine”

DATA• First-Party• Second-Party• Third-Party

PRIVACY• Data usage in a privacy

driven world• How to take advantage

of clean rooms for audience creation and measurement

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06Measurement

01Connect & Enhance Data

02Data-Driven Journey Definition

05Real-Time Decisioning & Optimization

03Test Design & Contact Strategy

04Operationalize

360O CUSTOMER JOURNEY VIEW

A Framework for Customer Journey Analytics

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06Measurement





04Operationalize

01. Connect & Enhance DataA Framework for Customer Journey Analytics

Third-Party IDs

First-Party IDs

Email Linkage

CONNECT DATA: IDENTITY GRAPH

LAURA SMITH123 Main St.

Centerport, NY 11721617-435-2867

• Third-party data appends• Segmentation/Clustering• Propensity models• LTV models• Non-PII data (economic, geo summarized,

competitive, etc.)

ENHANCE DATA: APPENDS AND MODELS

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Map out what the ideal customer journeys should be, along with what data and measurement should

be occurring at each touchpoint

06Measurement





04Operationalize

02. Data-Driven Journey DefinitionA Framework for Customer Journey Analytics

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Let the data tell the story of the current customer journey. Stitch together data to determine what is actually happening to customers and prospects at various points in the funnel.

06Measurement





04Operationalize

02. Data-Driven Journey DefinitionA Framework for Customer Journey Analytics

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06Measurement





04Operationalize

03. Test Design & Contact StrategyA Framework for Customer Journey Analytics

Key activities to consider• Define primary/secondary KPIs, and define what success is ahead of time• Resist overcomplicating test designs at first• Ensure test sizes are large enough to confidently lead to conclusive results• Consider complexity of execution (operationalize)

Nobody succeeds if a program is executed, and the results are inconclusive.

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06Measurement


02Data Driven Journey Definition



04Operationalize

04. OperationalizeA Framework for Customer Journey Analytics

• Keep communicating the ‘why’• Ensure you have strong communication and organization• Consider all groups involved as stakeholders, keep stakeholders informed with insights

and results

Silos are everywhere, and corporate culture doesn’t always make it easy to execute an end-to-end experience from a customer journey perspective

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06Measurement





04Operationalize

05. Real-Time Decisioning & OptimizationA Framework for Customer Journey Analytics

Life Cycle JourneyOMNI CHANNEL

Macro Journey Macro Journey Macro JourneyCROSS CHANNEL

SINGLE CHANNEL Micro Micro Micro Micro Micro Micro Micro MicroJourney Journey Journey Journey Journey Journey Journey Journey

CUSTOMER

CENTRICITY

PROGRESSION OF CUSTOMER JOURNEYS TOWARD CENTRICITY AND MATURITY JOURNEY

MATURITY

EDGE DECISIONING CENTRALIZED DECISIONING

TYPES OF DECISIONING MODELS

HYBRIDDECISIONING

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JOURNEY PROGRESSION

CHANNEL PERFORMANCE

CUSTOMER INSIGHTS

Visualize key paths along the customer journey

Show how media drives improved customer engagement

Highlight customer behaviors by segments

• Reporting results of test designs• Dashboards of what happened• Multi-touch attribution

06Measurement





04Operationalize

06. MeasurementA Framework for Customer Journey Analytics

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Customer Journey Analytics Offering Framework

Unlocking the Customer Journey with Journey Analytics:• Provides the necessary data-driven understanding of the

current state experience (pre and post purchase) across all channels and all media

• Illuminates key insights to optimize the non-linear, complex, and difficult journey

• Positively impacts the customer and client brand• Improves business outcomes

Each of the six offerings can be approached as stand-alone.

However, realizing the 360o Customer Journey View:• Requires all six framework solutions• Results in the greatest improvement to business outcomes

06Measurement





04Operationalize

360O CUSTOMER JOURNEY VIEW

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CASE STUDY

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Objective

Addressable Ecosystem EffectivenessDetermine Rx impact driven by HCP addressable ecosystem• Which tactics drive highest Rx impact?• Has there been improvement with various marketing changes?

BundlesIdentify highest impact tactic combinations• What is the Rx contribution of each tactic in a bundle?• What is the optimal tactic order?

ContentPinpoint optimal content by tactic• Which content/message types have most Rx impact?• What email tactics have highest impact?

Deliver insights and recommendations in order to optimize the physician experience

06Measurement





04Operationalize

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Labor intensive data collection and validation process resulting in slow turnaround time.

Results that were obsolete by the time they became available for Marketing & Brand teams.

Solution enhancements delayed or abandoned in exchange for delivering existing results.

Challenge

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Solution

Centralized cloud-based data platform to streamline data processing and validation.

Automated end-to-end system for continuous data ingestion, modeling, and reporting.

Online reporting with dynamic insights generation.

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End-To-End Attribution Solution

Event stream establishes the foundational data layer for attribution.

Machine Learning to algorithmically assign credit to each touchpoint in the event stream.

Calibration to align KPIs across the organization.

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Automation of event stream creation and modeling allows for ongoing reporting

Rx

Begin modeling weekly response

Establish look-back window

Ongoing Reporting of Results

Month 1

Month 2

Month 3

Month 4

Month 5

Month 6

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BundlesIdentify highest impact tactic combinationsResults

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The result is the ability to deliver automated insights and recommendations in “real-time” in

order to optimize the physician experience.

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CUSTOMER JOURNEY ANALYTICS IN ACTION

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Closing Thoughts

• Better customer experience drives competitive advantage• Effective customer journey analytics requires coordination across the

organization• Think of ways to get started

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QUESTIONS?

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THANK [email protected]

© 2021 merkle, inc. all rights reserved. confidential

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