Customer Journey Analytics refers to a category of marketing intelligence products that deal with analyzing metrics and structures associated with the customer journey.
Marketers can, for instance, ask questions such as:
* What is the average number of touchpoints along the customer journey for converting paths?
The marketer may choose to anti-target a user who dramatically exceeds that average by a wide margin.
* What is the most popular way that converting paths start?
The marketer may choose to dial-up some of their investments on these first touch channels or campaigns
* What is the average duration of a conversion path?
The marketer may choose to anti-target users who far exceed the typical duration that most users take to convert
Many of these Customer Journey Analyses can be performed directly from the available Impact reports, though a user who would really like to dig deep into them can analyze individual paths through PAQL, Impact’s proprietary querying language for customer journeys.
In the future, we anticipate marketers to leverage Customer Journey Analytics to start activating marketing investments to guide users down higher-conversion rate paths.
