Do you understand the path your customers take toward conversion? Would you know if your customer journey is out of sync with your marketing operations? In this session, you'll learn what the best practice customer journey is for your industry, how to find your specific customers' desired path to conversion, and what next steps to take to optimize your marketing for maximum ROI.

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BUILD A DATA-DRIVEN
CUSTOMER JOURNEY
Christopher S. Penn
@cspenn | cspenn.com
@shiftcomm | shiftcomm.com

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Build a Data-Driven Customer Journey
2
@shiftcomm
@cspenn
Shiftcomm.com
Cspenn.com

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The Good Old Days
of Marketing

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The Problem

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On target to 72.9 million in 2016

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Kristian Bjornard
“Dark Social”

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We can’t win by
volume.

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The Impact

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Clients cutting back on training, sales employees,
overhead – and agencies are overhead

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Unfocused Marketing

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Staff Burnout

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3 Solutions

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Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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Make decisions
with
data first

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Which direction to
go from Reno to
San Diego?

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A Data-Driven Example

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This is your company driven by intuition

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This is your company driven by data

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Data-
Resistant
• Organization
actively resists
data
Data-Aware
• Organization is
data-curious
• Data stage
Data-Guided
• Organization
begins to use
data in
production
• Analysis stage
Data-Savvy
• Organization
uses data in
most production
processes
• Insight stage
Data-Driven
• Organization
becomes data-
first
• Strategic stage
Your Journey to the Data-Driven
Company
Copyright © 2016 SHIFT Communications | @shiftcomm |
shiftcomm.com

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Understand how data
works.

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Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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Funnels are for marketers at the expense of
customers.
Journeys are for customers at the expense of
marketers.

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Awareness
Consideratio
n
Evaluation
Purchase
Ownership
Evangelism
Loyalty
The Customer Experience:
Buyer’s Journey
Owner’s Journey
@cspenn
cspenn.com

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Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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WHAT ARE WE
EVEN LOOKING AT?

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WHAT ARE WE
EVEN LOOKING AT?

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TOOLS ARE
NOT FIRST

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Awareness
Consideratio
n
Evaluation
Purchase
Ownership
Evangelism
Loyalty
Map Tools to The Customer
Experience:
Buyer’s Journey
Owner’s Journey
@cspenn
cspenn.com

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Strategy
• Why
People
• Who
Process
• What
Technology
• How
Execution
• When
Measurement
• Did it work?
Proper Order of MarTech Stack Deployment

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Google Tag Manager
Google Analytics Google Optimize
Google Data Studio
Google AdWords
Google Sheets
BigQuery / Cloud SQL /
MySQL
The Google Analytics™
Ecosystem
Copyright © 2016 Christopher S. Penn | @cspenn | christopherspenn.com
All terms and product names are copyrighted to Google or respective entities.

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Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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CLTV – CAC =NCV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV
SQLV x QR = MQLV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV
SQLV x QR = MQLV
$16,875 x 0.25 = $4,219 = MQLV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV
SQLV x QR = MQLV
$16,875 x 0.25 = $4,219 = MQLV
MQLV x PQR = PV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV
SQLV x QR = MQLV
$16,875 x 0.25 = $4,219 = MQLV
MQLV x PQR = PV
$4,219 x 0.01 = $42 = PV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV
SQLV x QR = MQLV
$16,875 x 0.25 = $4,219 = MQLV
MQLV x PQR = PV
$4,219 x 0.01 = $42 = PV

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CLTV – CAC =NCV
$100,000 – $10,000 = $90,000 = NCV
NCV x SCR = NDV
$90,000 x 0.25 = $22,500 = NDV
NDV x DCR = SQLV
$22,500 x 0.75 = $16,875 = SQLV
SQLV x QR = MQLV
$16,875 x 0.25 = $4,219 = MQLV
MQLV x PQR = PV
$4,219 x 0.01 = $42 = PV

59. #INBOUND16
Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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Build a Data-Driven Buyer's Journey
60

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Build a Data-Driven Buyer's Journey

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Build a Data-Driven Buyer's Journey

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Build a Data-Driven Buyer's Journey

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Build a Data-Driven Buyer's Journey

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Build a Data-Driven Buyer's Journey

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Build a Data-Driven Buyer's Journey

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Build a Data-Driven Buyer's Journey

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How to get to the future

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Become Data-Driven.
Understand the
journey.
Understand the tech.
Value your goals.

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Developers

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Data Scientists

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Marketing Technologists

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For a complete writeup of the
customer journey process as a free
eBook, visit:
WhereCanIGetTheSlides.com
Now would be a great time to take a
picture with your phone.

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Build a Data-Driven Customer Journey
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@shiftcomm
@cspenn
Shiftcomm.com
Cspenn.com