Gartner Research

Use Customer Journey Analytics to Align Marketing and Digital Commerce

Published: 30 June 2016

ID: G00296531

Analyst(s): Jennifer Polk , Christi Eubanks


Delivering contextualized commerce experiences requires an understanding of who customers are and where they are in their buying journey. Marketers can use customer journey analytics to uncover the buying journey, and adopt marketing and digital commerce strategies that drive revenue and retention.

Table Of Contents
  • Key Challenges



  • Use a Common Identifier to Map Profiles to Interactions Across Touchpoints and Time
    • Phase 1: Gathering Customer Data
    • Phase 2: Connecting Customer Data
    • Phase 3: Analyzing Data for Patterns and Insight
    • Phase 4: Visualizing the Journey
    • Phase 5: Activating Insight
  • Choose Complementary Technology That Supports Your Data and Analytical Needs
  • Identify Talent Within Your Marketing Analytics Team, or Seek External Help to Implement Tools and Deliver Insight
    • Digital Commerce Leaders
    • Analytics Leaders
    • Technology Talent
  • Identify a Digital Commerce Goal to Gain Support, and Use Initial Insight to Drive Results
    • Identify a Digital Commerce Goal
    • Respect Customer Permissions and Preferences

Case Study

  • Danone Nutricia

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