Customer Journey Analysis Opportunities And Trends
Management Summary
Awareness – know-how – resources:
- Many companies still lack awareness of what a customer journey analysis is and what it can bring.
- The question then arises: How do I do this? Who can help me set up the right methods, models, tools and analyzes for my business area?
- And finally: resources to use the knowledge gained. This is paradoxical, as it brings with it an increase in efficiency and performance, but there is often a lack of internal capacity or the willingness of external partners to go this extra mile.
How great is the demand for support from start to finish?
Still in its infancy. In Austria this is a huge opportunity for early adopters…By the way, this approach is important not only for companies that are already active in performance marketing, but also for those that want to improve their placements of brand-oriented campaigns.
How do you deal with the ever-increasing amounts of data? Can you really still filter and use all relevant data?
I don’t want to like many others hereBig data scienceStrain the hype: We’re talking about the Austrian market with Austrian volumes. This can be managed using common methods and tools. However, perhaps it would be intelligent from a project marketing and pricing perspective to write “Big Data” over it…
Rather, the challenge lies in the lack of know-how and the willingness to implement it.
What services, tools and advice do you offer your customers around the customer journey?
We support you with the planning and introduction of strategies as well as ongoing analysis, reporting and optimization recommendations. Depending on the customer situation, we have various tools and solutions at our disposal, which we use optimally.
It is always important to us that a return on investment (ROI) from our advice can be proven very quickly.
How do you set up a customer journey analysis/strategy? How do you work out the individual stages – from the preparatory measures internally and externally to the ongoing activities to the management of the data obtained…
On the one hand, this follows the classic consulting approach: from the goals to the analyzes to the conception, introduction and transition into the ongoing processes. At the same time, you can also rely on quick wins: data often already exists that can be used for initial insights – without the company being aware of this.
What tools does the digital world provide for this today? What is currently state of the art and where are we headed?
The range of tools is now large enough. It only differs in its thickness. If you also want to sensibly include ad impressions (i.e. without a click) in the analysis, the selection will obviously be smaller.
The challenge actually lies in the integration of the offline worlds: both the marketing channels are still >80% classic and should be included in the analysis; But the successes don’t just happen online, but often in brick-and-mortar stores or on the phone. This must be taken into account in the modeling.
The future that has already arrived clearly belongs to marketing automation. What so far only Walmart, Amazon & Co could afford, is now also available to normal budgets and increases the ROI enormously.
What are the expected costs for companies, what is the cost-benefit ratio?
The question is: Can I afford to do nothing? Falling returns and dwindling market share are just a few consequences of inaction.
The benefit ratio can be depicted very clearly, since the entire customer journey optimization is based on measurement and analysis, i.e. the ROI of the measures can be proven 1:1. Of course, you have to invest in advance.
Ask for successful cases regarding your company’s customer journey with a very short description
- One customer’s affiliate campaign fell short of expectations. In the customer journey analysis, the most relevant triggers and supporters for affiliate contacts were identified and subsequently strengthened. In a second loop, in addition to the channels, the advertising materials and messages along the contact points were optimized.
Another customer benefits greatly from telephone leads generated through the website. First, telephone tracking was set up here, which not only shows conclusions about the last marketing channel before the call, but also records all contact points beforehand. This meant that exactly the right channels could be controlled in the critical phases.- A telecommunications provider invests widely in display campaigns. To optimize the media plan, you should find out which placements also have a supportive effect in the customer journey before new deals or contract extensions.
Please provide a personal statement from you about the value of the customer journey in modern marketing:
Even with the methods and tools available today, customer journey analysis is an indispensable method for optimizing all marketing measures. Companies that build up know-how here early on gain a significant competitive advantage.
e-dialog offers customer journey analyzes both on their own as an assessment with optimization recommendations or as part of our campaign support. The different touchpoints (from social media, search, newsletter – but also offline contacts) are recorded and evaluated using suitable attribution models.
