The most popular and comprehensive Open Source ECM platform
Let us know more
Customer Journey Analytics: Digital Insights and Customer Profiles from Analytics
A major application of analytics is for companies to use data to understand how their business has interacted with customers in the past, what those customers want and how best to sell to those customers. This specific field of data analytics applied to marketing and sales is called customer journey analytics (CJA). Gartner describes CJA as the “process of tracking and analyzing the way customers use a combination of available channels to interact with an organization.”
It’s an area where businesses definitely need help. There has been a big disconnect between what customers want and what businesses think that they do. 81 percent of businesses say that they fully understand all aspects of their customers. On the flip side, only 22 percent of customers say that the businesses that they deal with understand them, according to a study by IBM.
Martin Kihn, analyst at Gartner, wrote that “customer journey analytics is the future of a combined marketing and media analytics solution. It’s our money shot. Why? Because it incorporates the element of time, the fourth dimension, and it can be adapted to respond rapidly based on triggers. The freshest information is the best, no matter what anyone tells you.”.
Gartner said that “understanding the customer journey is critical to enhancing customer experiences and operational efficiency.”
Dan Harrington, EVP, consulting and support services, Teradata Corporation, said that “managing every customer as an individual, based on their interactions with your company, requires not only the integration of different types of data, but understanding it through the application of complex multi-genre analytics. Even the best-known companies feel this is a ‘boil the ocean’ project – making sense of billions of events for millions of customers, in real time.”
