Mastering Marketing Data Science

CHAPTER 9Customer Journey Analytics

9.1 INTRODUCTION

The modern customer journey is complex and multifaceted, cutting across multiple channels and touchpoints over time. It starts from the moment a customer becomes aware of a brand or product, and continues through consideration, evaluation, purchase, and post-purchase experiences (Lemon & Verhoef, 2016). This evolving consumer behavior has made it imperative for marketers to understand and analyze the customer journey in order to optimize marketing strategies and deliver superior customer experiences (Rawson et al., 2013).

Customer journey analytics is the process of tracking and analyzing how customers use combinations of channels to interact with a company and then using those insights to enable customer engagement in the most optimized way (Verhoef et al., 2015). It encompasses a variety of techniques, including customer journey mapping, touchpoint analysis, cross-channel marketing optimization, and path to purchase and attribution analysis. By leveraging these techniques, businesses can gain a holistic view of the customer journey, uncover hidden customer insights, and identify opportunities to streamline the journey and enhance the overall customer experience (Klaus & Maklan, 2013).

This chapter will delve into these concepts and provide practical examples of how businesses can leverage customer journey analytics to drive marketing success.

9.2 CUSTOMER JOURNEY MAPPING

9.2.1 Overview of Customer Journey Mapping