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hypothesized and the dominant path value, increase ROI and grow revenue.
that was the actual experience a user By identifying the actual paths customers
had along the journey. take, as they engage with the brand
4. Derive actions across channels, Customer Journey
Insights derived from accessing customer Analytics enables you to focus on the
journey patterns give an overall highest impact journeys and deliver real-
perspective of segment behavior over time, personalized customer engagement
multiple channels and touch points at scale.
such as their product/channel affinities. According to Gartner, Artificial
Marketers can make informed decisions Intelligence (AI) will also play a significant
to influence customer journeys to role in Customer Journey Analytics. Apart
achieve stated goals. from deriving actionable insights from
Future scope historical data using Machine Learning,
AI can also predict likelihood of various
In the world where the economy is
making a shift from product-centric customer events that can potentially
to experience-centric, businesses impact lifecycle journeys, thereby helping
are increasingly thinking in terms of marketers to take proactive measures
understanding customer behaviors better to control these customer journeys for
and enhancing their lifecycle journey. positive results
CJA can help businesses boost customer
acquisition, maximize customer lifetime
Customer Journey Analytics
can help businesses boost
customer acquisition,
maximize customer lifetime
value, increase ROI and grow
revenue. By identifying the
actual paths your customers
take as they engage with
your brand across channels,
Customer Journey Analytics
enables you to focus on the
highest impact journeys and
deliver real-time, personalized
customer engagement at scale.
INSIGHTZ - VOLUME 03, 2018 19
