This document discusses customer journey analysis, including:
- Defining customer journeys as the end-to-end steps a customer takes to purchase, inquire about, or experience a company.
- Requirements for analyzing customer journeys like needing to track multiple touchpoints over long periods of time, differentiate touchpoint types, and have high-quality data.
- Tools that can perform customer journey analysis, including web analytics tools, customer journey tools, and data warehouse platforms.
- Conclusions that organizations should evaluate their ability to meet requirements before selecting a tool in order to optimize budgets, campaigns, and personalization based on customer journey insights.