Journeys with highest revenue - Pareto Analysis
To identify how marketing measures have affected the success rate of different journey paths, we will now look at how the outcomes of journeys have changed over time. Again, we used the total number of purchases and compared the years 2019 and 2020 against each other. Whereas some journeys resulted in a similar number cp number philippines of purchases in 2019 and 2020, we can also see some significant changes, for example in the journey path “E-Mail Campaign Click > Buy” where the number of purchases increased substantially in 2020. In contrast the journey “Store > Buy” decreased in 2020 in comparison to 2019. For further analyses, a longer timeframe could be considered and more years be added. This is a great way to verify the effectiveness of marketing measures aimed at optimising the customer journey.
Comparison by years
There are many more things that can be discovered about the individual journeys of your customers, but we hope this gave you some inspiration on where to start with your analysis and what is possible. Discovering more about your journeys is an important step towards building the foundation for customer experience optimisation. However, apart from discovery and data preparation, there is much more that can be done with customer journey analytics to build on this foundation. From data fusion to journey discovery, generating insights, employing automation and optimisation – we have identified five aspects that characterise successful customer journey analytics.
Download our free eGuide to learn more about how these can be applied in practice and help you to improve the all-important customer experience.