Gartner Research

Use Customer Journey Analytics to Enhance the Buying Journey

Published: 21 March 2018

ID: G00347417

Analyst(s): Jennifer Polk

Summary

Customer journey analytics offers insight into customers and their buying journeys. Marketing leaders responsible for digital commerce can use customer journey analytics to automate campaigns, personalize messaging and interactions, and innovate for digital commerce revenue growth.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Identify a Digital Commerce Goal to Gain Support
  • Connect Identity to Behavior to Gain Insight
    • Phase 1: Gathering Customer Data
    • Phase 2: Connecting Customer Data
    • Phase 3: Analyzing Data for Patterns and Insight
    • Phase 4: Communicating Insight
    • Phase 5: Activating Insight
  • Respect Customer Permissions and Preferences

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