{"id":2960,"date":"2017-07-14T16:20:00","date_gmt":"2023-10-18T16:20:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2960"},"modified":"2023-10-18T17:35:48","modified_gmt":"2023-10-18T17:35:48","slug":"journey-analytics-primer","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/journey-analytics-primer\/","title":{"rendered":"A Journey Analytics Primer For Modern Marketers"},"content":{"rendered":"\n

Sometimes, as a customer completes a purchase in person, the manager or owner might ask, \u201cAnd how did you hear about us?\u201d<\/p>\n

The answers might include an online search, printed flyer, a referral from a colleague and many other marketing channels. The customer could tell a story that\u2019s long or short, but whatever details are provided, many managers or owners tend to simply nod, smile and move onto the next transaction.<\/p>\n

Those stories, however, contain critical evidence about the journeys customers take from awareness of your products and services to consideration, selection and ultimately a buying decision. Journey analytics is a way of doing much more than treat such stories as small talk at the point of purchase. It\u2019s a discipline that, when applied to tools such as Salesforce Marketing Cloud<\/a>, can help grow revenues, reduce costs and boost customer satisfaction.<\/p>\n

Journey analytics begins with paying closer attention to how your customers navigate their way through the marketing channels you operate, and then optimizing those channels to make an easy, more compelling experience.<\/p>\n

1. Look For Clues About Destination And Intent<\/h3>\n

As mobile computing and digital commerce becomes more popular, companies now have more customer information about how they\u2019re using various channels than ever before.<\/p>\n

When you look at such data at a high level, it might not seem to tell you much. There could be data about visits to a landing page, for example, or open rates on an email campaign you sent, or referral traffic to a purchase page from your social media posts. When one channel doesn\u2019t seem to be performing well, it might be tempting to reallocate more of your budget towards another marketing channel.<\/p>\n

Before you do that, look more closely at the data and try to assess what goals the customer is pursuing. Depending on the range of products and service you offer, there could be many different goals. For a company that serves health-care providers, for instance, the goals might include:<\/p>\n