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Customer Journey Analyses:
Requirements and Choices of Implementation
04.04.2014
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Agenda
Agenda
Customer-Journey-AnalysesDefinitionReasons to run this type of analyses
Requirements for Customer-Journey-AnalysesLength of contact chainsTouchpointsTimeTouchpoint measurementHuman behaviour
Tools/Methods of Customer-Journey-AnalysesWeb-Analytics-ToolsCustomer-Journey-ToolsTime series analysesData 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 daysCatalogues may be sent twice a yearRe-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
dag 04.04.2014
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
AdClearExactagIntelliadRefinedAds
Use statistical methods (time series analyses)
Immune to device switchesConnect online and offline events
Use your Data Warehouse Enables cross media analysesEnables 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 optimisationCampaign optimisationPersonalisation
Before choosing a tool you should check Do your clients use (perceive) more than one touch pointIs the impact of previous touchpoints big enough to justify the TCO of customer journey analysesIs 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
© contentmetrics GmbH 2013 12 03.05.2023
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