Customer Journey Analytics

They wanna analyze every interaction of the visitor/customer with the brand. Is not related ONLY to advertising, acquisition or revenues, but also how the different behaviors of the consumers impact the overall company business.

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Is a next level of analytics maturity.

Most of the time include outbound marketing campaign (eMail, SMS, etc.) to acquired customers. The main goal is to keep them engaged with the brand (retention) with the goal to make recurring purchases.

So the brand wants to analyze how the outbound marketing campaign impact the business’ result.

Another example: they can put in correlation the requests of support to the customer’s behavior on the website traffic or a specific advertising campaign.


In order to do that we need two JOIN/MATCHING:

1. From Advertising to “Internal Systems“ via UTM
2. between “Internal Systems” via CustomerID/Email

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