Mastering Marketing Data Science

EXERCISE 9.1: CREATING A CUSTOMER JOURNEY MAP

Objective: Understand the process of customer journey mapping by creating a synthetic map for a fictitious company (ZaraTech).

Tasks:

1. Persona Development: Create detailed profiles for each customer persona, including their goals, challenges, and preferences.
2. Touchpoint Identification: List all possible interactions these personas might have with ZaraTech across different channels.
3. Journey Mapping: Create a journey map for each persona. Include stages such as ‘Awareness’, ‘Consideration’, ‘Purchase’, and ‘Loyalty.’ Plot touchpoints and potential emotions or pain points at each stage.
4. Analysis: Identify key moments of truth and pain points for each persona.

Steps:

1. Import Necessary Libraries:

   1. import pandas as pd
   2. import matplotlib.pyplot as plt
   3. import seaborn as sns

   • pandas: Used for data manipulation and analysis.
   • matplotlib.pyplot and seaborn: Used for data visualization.
2. Load the Data

   4. file_path = ‘Customer_Journey_Map_Data.csv’  # Replace with the correct file path
   5. journey_map_df = pd.read_csv(file_path)

   • We load the CSV file into a DataFrame using pandas. Ensure the file path is correct.
3. Exploratory Data Analysis:

   6. # Display the first few rows of the DataFrame
   7. print(journey_map_df.head())
   8. # Get a summary of the dataset
   9. print(journey_map_df.describe(include=‘all’))

   • journey_map_df.head(): Shows the first few rows of the data for a quick overview.
   • journey_map_df.describe(include=‘all’): Provides a statistical ...