Objective
Overarching Story
In this exercise, you step outside the customerβs perspective. Rather than experiencing the journey as a bank customer, you take on the role of a data analyst who has been asked different action :
- View usage statistics across the different touchpoints (call center, email, push, web) and draw conclusions about how they interact with each other.
- Understand where customers are falling out of the application funnel and which offers are having the most impact on customer acquisition. Explore the full customer journey including backend events
- Leverage omni-channel multi-touch attribution to understand the full impact of your digital marketing campaigns
- Gain visibility into the usage of the costly call center channel by exploring his performance and learn which digital pages are driving calls to the call center
- Share all of this within Adobe Experience Platform (AEP).
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Experience it first
Walk through this section as your customer would. This helps you understand what they experience. Next, you'll build the required elements in AEP to create that same journey.
In the previous phases, you followed the customer through discovery, purchase, and delivery communications. Now, you shift focus: there is no customer-facing experience to design here. Instead, the work happens behind the scenes.
Using Customer Journey Analytics, you will analyze behavioral data from SecurFinancial's post-sale phase. The goal is to understand how customers behave (after to complete)
What is needed
- One or more datasets To store the profile and event data.
- ο»ΏA connection and a dataview To ingest and shape the data for journey analysis.
- ο»ΏA Workspace project To analyse the data with the help of tables and visualizations.
Why this matters for marketers
As a marketer, you want to shorten the time between the interest for a new product and increase conversion. With AEP and Customer Journey Analytics, you can identify behavioral patterns across delivery channels to uncover high-engagement moments and turn them into targeted opportunities that drive repeat purchases and grow customer lifetime value.