A lot of our work in the past had to do with Audience Development, and so when we approach things from that perspective, Customer Journey Analytics begins to fall into four pretty distinct phases.
These phases really have to do with the amount of information we can reasonably gather about a person as they move through the journey.
These phases, or something very close to them, tend to exist in every customer journey. Every company and every customer is different, but for the sake of having a starting point – this is where we generally start to identify and prioritize which problems we solve for our clients.
Awareness. Perception. Sales. Leads. Conversions.
For most of the last twenty-five years I have spent in media and marketing, the goals of almost all the clients I have served have related to one of these metrics. Marketing naturally leans towards driving more top-line engagement with new customers, and in the B2B and ecom space, towards driving new sales from new customers.