Like many other leading organizations today, you may be considering adopting customer journey analytics to take your business to the next level. But you might be unsure about whether you have the right data, processes and people in place to ensure your implementation will be a success. In this presentation, you'll learn the five signs that indicate your organization is ready to move forward with customer journey analytics. You'll get answers to many critical questions, including; -Business: Which use cases will prove immediate value? -People: Which internal teams, roles and skill sets are required? -Technology: Which tools and data sources can be integrated? -Data: What types of data can be used? How much preparation is required? -Security & Privacy: How can I ensure compliance with our policies?

1. Steve Offsey
VP of Marketing
Pointillist
5 Signs You’re Ready to Adopt
Customer JourneyAnalytics

2. @PointillistView
About the Speaker
Steve Offsey, VP of Marketing, Pointillist
@MarketBuildr
Steve leads the marketing team at Pointillist. Prior to
Pointillist he was a member of leadership teams at
TandemSeven,AIR Worldwide (sold to Verisk
Analytics) and Verbind (sold to SAS Institute). Steve
speaks and writes about a variety of topics, including
customer experience, marketing analytics and agile
marketing. Steve earned an MBAand PhD from
Cornell University and a BS from MIT.

3. @PointillistView
What is customer journey analytics?
“An analytics practice that combines quantitative
and qualitative data to analyze customer behaviors
and motivations across touchpoints and over time
to optimize customer interactions and predict
future behavior.”

4. Am I ready to adopt
customer journey analytics?

5. @PointillistView
Business Fit
Will journey analytics work for my company?
How do I pick a use case that will allow me to
immediately prove value? How can I show ROI?

6. @PointillistView
Business Fit
Will journey analytics work for my company?
Journey analytics works for
companies that are:
 Customer-centric, data-driven
 In virtually any industry
 B2C, B2B, and B2B2C
 Medium to enterprise

7. @PointillistView
Business Fit
Which use cases will allow me to immediately prove value?
CX Metrics
NPS
CSAT CES
FCR
Churn & Retention Cost-to-Serve
Lifetime Value Upsell & Cross-Sell Customer Acquisition
CAC
Funnel Conversion
Marketing
ROI

8. @PointillistView
Business Fit
How can I show that journey analytics has a positive ROI?
DOWNLOAD THE TOOLKIT

9. @PointillistView
People
Which internal teams, roles
and skill sets are required?

10. @PointillistView
People
What are the roles on a journey analytics team?
 Your team should have a basic knowledge of analytics
 You’ll need to include someone with knowledge of and
access to internal customer data sources
Champion
Executive
Sponsor
Stakeholder
User
Data Integration Resource

11. @PointillistView
People
Where to look to fill the key roles on your project team*
Marketing CX BI/Analytics IT/IS Operations Customer
Care,
Support
Product
Management
C-Suite
Champion
User
Stakeholder
Executive
Sponsor
Data
Integration
Resource
*Remember that you don’t need to fill all these roles or involve
all these functions to get started!

12. @PointillistView
People
Benefits for champions, sponsors & users
 Accelerate customer
acquisition
 Drive revenue growth
 Deliver personalized, multi-
channel engagement at scale
 Demonstrate return on
marketing investment (ROMI)
 Reduce time spent on data
preparation & aggregation
 Evaluate new hypotheses as
fast as you can generate them
 Rapidly answer questions that
typically require complex, time-
based, cross-dataset queries
 Dramatically improve
compliance with internal SLAs
Marketing Analytics/BI
 Understand your customers
with greater depth
 Quantify the impact and ROI
on CX, directly tie CX to
tangible business outcomes
 Differentiate the meaningful
journeys from the trivial
 Design personalized
experiences
CX

13. @PointillistView
 Identify & prioritize
opportunities for product
improvements
 Simplify customer onboarding
 Visualize high impact customer
journeys
 Understand how customers
interact with product, and the
drivers behind satisfaction,
retention, and high lifetime value
Product
Management
People
Benefits for other stakeholders & users
 Actionable, timely insights to
understand drivers of customer
care metrics, cost-to-serve, and
customer satisfaction
 Understand journey before &
after customer care
interactions
 Improve self-help mechanisms
 Quantify impact and ROI of
customer care programs on
revenue, NPS, etc.
 Reduce time/resources on
data processing (no data pre-
processing)
 Rapidly provide integrated
datasets with or without an
existing data lake or data
warehouse
 Improve compliance with
internal SLAs
 Maintain data security and
privacy standards
Customer Care,
Support, Success
IT/IS/Ops

14. @PointillistView
People
Benefits for executive sponsors and c-suite stakeholders
 Drive a customer-centric culture
 Monitor single view of all critical KPIs across every
organizational department in real-time
 Compete in CX &AI, and measure ROI of CX &AI
initiatives
 Stay ahead of the curve
 Collaboration & efficiency across teams & departments
(break down silos)
C-Suite

15. @PointillistView
Technology
How do I know which
technologies I should evaluate?

16. @PointillistView
Technology
Streamline & unify your tech stack
CDP
Orchestration
Personalization Journey
Mapping
Analytics
A journey analytics platform
can integrate—or may even
replace—any of these tools
BI

17. @PointillistView
Technology
Core customer journey analytics capabilities
All customer journey
analytics platforms
are NOT the same!

18. @PointillistView
Technology
Choose the right solution based on your specific needs
Capability Your Needs Best Solution
Journey Discovery  Understand and communicate your customers’ actual journeys
 Uncover behavioral segments
 Measure the impact of customer behavior on KPIs
Analyzing customer behavior data across touchpoints and over time to
uncover meaningful customerr segments and to quantify the impact on
your KPIs
Journey Mapping  Transform an organization to become more customer-centric
 Ideate and communicate journeys for new products or
processes
Create a visualization of your customer’s experience across touchpoints
and over time, as they seek to achieve a specific goal
Journey
Orchestration
 Automate interactions at each step of the journey
 Coordinate interactions across channels
 Personalize engagement using information about the
customer and where they are in their journey
Automate real-time, personalized interactions that improve the
journey flow and drive desirable outcomes
Journey
Optimization
 Increase the rate and speed at which customers complete
their own unique journey to reach an objective
A platform to create and test hypotheses to learn how to interact most
efficiently with each customer based on their unique journey
Journey Insights  Adeeper understanding of customers’ needs, behavior and
emotions as they seek to achieve a goal
A journey dashboard to bring together qualitative and quantitative data
to highlight factors with greatest impact on goal achievement
Journey Design  Define a hypothetical path and automate the workflow for
customers engaging with a new product or service
A platform that enables you to create a sequence of customer steps to
achieve a goal and automate interactions

19. @PointillistView

20. @PointillistView
Data
Which data sources will I need to integrate?
How clean does my customer data need to
be? How long will it take?

21. @PointillistView
Data
Integrate data across all
tools, channels & systems
…but you don’t need to
integrate everything all at
once! Start with the data
you need first and expand
over time.
Customer
Journey
Analytics
Web
Mobile
Call Center
VoC
Email
Social
Advertising
CRM
Database
Product
Usage
Financial
Transactions
Customer
Service
eCommerce
Webchat

22. @PointillistView
Data
Flexibility is the key to rapid data integration
Pointillist Supports 4 Ways
to Integrate Your Data
Batch Upload
Web Tag
Mobile SDK
3rd Party APIs

23. @PointillistView
Data
Automatically create unified customer profiles on the fly
Email Customer ID Cookie ID
Account # Survey #
Phone #
Autonomous Identity Matching
LEARN MORE

24. @PointillistView
 Pointillist can handle data in
virtually any format
 Extract insights from all ingested
data in its current state
 Go back and clean data only if
needed
Data
How clean does my customer data need to be?

25. @PointillistView
2 Weeks
To complete a typical
integration with 2-3
data sources
To complete an actual
Pointillist integration for
large telecom customer with
4 billion events across 8
enterprise data sources 1 Second
18,000 events processed
(2.5 billion per day)
Data
Integrate your customer data silos in days—not months
< 1 Week

26. @PointillistView
Security & Privacy
How can I ensure compliance with
our security & privacy policies?

27. @PointillistView
Security & Privacy
Pointillist adheres to accepted security & privacy standards
GDPR compliant
Data is encrypted
Secure data transfer
PII not required
Adheres to accepted
security & privacy
standards
And you’ve already invested in:
Cloud-based solutions
AWS-hosted applications
Pointillist follows the same
standards that are likely to
have already have been vetted

28. @PointillistView
Recap: Your journey analytics readiness checklist
Business Fit People Technology Data Security
& Privacy
1 2 3 4 5

29. @PointillistView
So, I’m ready! How do I get started?

30. @PointillistView
Provisioning
• Create dedicated
instance
• Configure security
and scalability
• Create user IDs
Planning
• Define business
objectives
• Select use-case
• Source data
• Map events
Integration Customized Training
• Extract and load data
• Streaming, batch, and
API
• Data quality assurance
• Configure identity matching
• Set up data monitoring
• Customer “First Look”
~ 1 week1-2 Days* 1-2 weeks 1 week
Support & Consulting
• CX and analytics consulting
• Production support
• Data monitoring & enrichment
• New user and feature training
• Access to certified partner network
Ongoing
* Typical enterprise onboarding timeline. Times in timeline represent durations, not effort by customer resources
• Thinking in journeys
• Discover & build customer journeys
• Develop insights: metrics & KPIs
• Engage customers and prospects
• Monitor improvements through
dashboards
• Automate insight discovery: AI
• Deep dive into advanced topics
Our customer success team ensures you won’t go it alone
 Designed to minimize time to insight and value
 Customized to meet the needs of your organization
and objectives
 Builds self-sufficiency with the platform to achieve
customer experience goals
FREE EBOOK

31. @PointillistView
Thank You!
Pointillist customer journey analytics software rapidly
uncovers customer insights, so you can dramatically
improve marketing and customer experience.
Powerful Insights. Visualized. Actionable.
REQUEST A DEMO