{"id":114512,"date":"2016-09-01T14:00:00","date_gmt":"2016-09-01T19:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/customer-journey-analysis-a-beginners-guide\/"},"modified":"2024-12-23T00:36:36","modified_gmt":"2024-12-23T05:36:36","slug":"customer-journey-analysis-a-beginners-guide","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/customer-journey-analysis-a-beginners-guide\/","title":{"rendered":"Customer Journey Analysis: A Beginner\u2019s Guide"},"content":{"rendered":"<p>Ready to crank up the conversions? This is a beginner\u2019s guide to the Customer Journey Analysis, our method of drawing actionable insights from a site\u2019s user behaviour. Just imagine understanding your customers\u2019 needs, their behaviours, their decision-making processes. With the Customer Journey Analysis, it\u2019s more than possible \u2013 it\u2019s guaranteed. <!--more--><\/p>\n<h3>What is the Customer Journey Analysis?<\/h3>\n<p>We devised the Customer Journey Analysis as a solution to a challenge: creating a digital strategy informed by customers\u2019 needs, behaviours, and decision-making processes. By the end of the analysis, you\u2019ll have specific personas for your different customer types, informed by their real-world behaviours and thoughts. These help visualise the gap between your existing and optimal journeys to conversion. In B2B business, for example, the Customer Journey Analysis identifies opportunities to retain potential customers during decision-making stages. With appropriate messages at touchpoints during the lengthy process of consideration, this helps prevent losing them to competitors before converting.<\/p>\n<h3>How Does It Work?<\/h3>\n<p>There are three stages to the Customer Journey Analysis. <a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/CJA.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6430\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/CJA.png\" alt=\"Customer Journey Analysis\" width=\"466\" height=\"145\" \/><\/a> <strong>Stage 1: Collecting the Right Data<\/strong> You must begin by collecting data about sequential customer behaviours across multiple visits to your site. Each individual data point should include the following:<\/p>\n<ul>\n<li>Unique visitor ID (usually referred as \u201cClient ID\u201d in Google Analytics)<\/li>\n<\/ul>\n<ul>\n<li>Details of the first touchpoint with the website<\/li>\n<\/ul>\n<ul>\n<li>Page paths with the exact time when each page was viewed for each website visit<\/li>\n<\/ul>\n<ul>\n<li>Details of the last touchpoint prior to conversion<\/li>\n<\/ul>\n<ul>\n<li>Accurate conversion tracking (leads, purchases, etc.)<\/li>\n<\/ul>\n<p><a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/CJA-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6431\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/CJA-2.png\" alt=\"Customer Journey Analysis\" width=\"409\" height=\"89\" \/><\/a> <strong>Stage 2: Defining Customer Personas and Funnel<\/strong>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6a046c936c749'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a046c936c749');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.hubspot-status');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Form submitted successfully!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n Once you\u2019ve defined your customer segments and your marketing funnel, you can devise a qualitative framework for precisely identifying your target audience. We create our personas based on real customer behaviour data and validate them with a persona survey:<\/p>\n<ul>\n<li><em>Initial analysis of existing customer data<\/em><\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\">Understand customer segmentation insights using 1) data from your CRM and 2) qualitative information from your sales staff.<\/p>\n<ul>\n<li><em>Workshop to determine buyer personas and marketing funnel<\/em><\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\">Funnel performance for customer segments provides a framework for current and future marketing campaigns.<\/p>\n<ul>\n<li><em>Online survey to validate perceived personas (with analysis)<\/em><\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\">The survey provides insights for more effective audience targeting.<\/p>\n<p>You\u2019ll then have key high-level personas which you can relate to your existing and potential customers. <strong>Stage 3: Analyse User Paths &amp; CRO Opportunities<\/strong> You can now provide value to all areas of your digital marketing team with a visual analysis of successful and abandoned paths to conversion.<\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/Icon-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6432\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/Icon-1.png\" alt=\"Customer Journey Analysis\" width=\"60\" height=\"62\" \/><\/a><\/p>\n<p style=\"text-align: left;\">Apply your learnings to ad messaging, landing pages, calls-to-action, in-page navigation, and your site\u2019s overall UX. This will increase your conversions rates across the site.<\/p>\n<p>\u00a0 <a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/Icon-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6433\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/08\/Icon-2-80x80.png\" alt=\"Customer Journey Analysis\" width=\"60\" height=\"61\" \/><\/a> Identify dead-end patterns in your users\u2019 digital behaviour that cost you potential customers. Apply those learnings to create a patch list to cover the holes in your conversion funnel.<\/p>\n<p style=\"text-align: center;\"><strong>. . .<\/strong><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #ffffff;\">.<\/span><\/p>\n<p>Interested in creating a Customer Journey Canvas? Want to know how it\u2019s actually implemented? Watch this space \u2013 we\u2019ll soon post an in-depth blog, detailing everything you need to know to get started. The insights from this analysis are mapped onto a <em>Customer Journey Canvas,<\/em> a single, comprehensive visual which demonstrates the gaps between your existing and optimal journeys to conversion. In the meantime, check out our <a href=\"\/en-gb\/services\/analytics-and-marketing-science-services\/\">Analytics and Marketing Science services .<\/a><\/p>\n<p><a href=\"\/en-gb\/blog\/talk-data-understanding-customer-journey-mobile-first-world\/\">Click here<\/a> if you want to read the sequel to this post to get a more advanced understanding how the customer journey can help your business.<\/p>\n<p><a href=\"\/en-gb\/contact\/edinburgh\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ready to crank up the conversions? This is a beginner\u2019s guide to the Customer Journey Analysis, our method of drawing actionable insights from a site\u2019s user behaviour. Just imagine understanding your customers\u2019 needs, their behaviours, their d Stay Forward Get exclusive insights into digital media&#8217;s top-trending topics delivered directly to your inbox. Submit SUBSCRIBE ecision-making [&hellip;]<\/p>\n","protected":false},"author":88,"featured_media":114514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2904],"tags":[309,482,619,489,498,492],"class_list":["post-114512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-ambergreen","tag-analytics-2","tag-customer-journey-analysis","tag-digital-marketing-2","tag-google-analytics-2","tag-strategy-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey Analysis: A Beginner&#039;s Guide \u2013 DAC<\/title>\n<meta name=\"description\" content=\"Ready to crank up the conversions? 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