Customer journey analysis

Optimize your marketing ROI by understanding your customers’ key touch points and influencers

A customer journey analysis maps the path from initial awareness to the final purchase of a specific product or service. By defining the key moments of the journey, the insights generated will enable you to understand the customer decision-making process, develop awareness and demand for your product/service selection and invest in the most important touch points.

Visualization example from a customer journey analysis
Visualization example from a customer journey analysis

Key insights from a client journey analysis

By mapping the customer journey, you will uncover actionable insights on:

  • Reach, influence and importance of touchpoints across the key moments
  • Most important touch points to achieve maximum reach for your target audience
  • Changes in touch points importance throughout the customer journey and the strategic role played by key influencers
  • A full landscape mapping of touch points for key journey moments
  • Cost-efficient ways to optimize media and communications plans to increase ROI.

We work with several methodologies typically utilized in a client journey analysis, such as TURF (Total Unduplicated Reach and Frequency) analysis, Latent Class Analysis, and consumer segmentation methods.

TURF analysis visualization example. TURF analysis can be used to estimate reach potential. It helps identifying the number of customers reached by a touch point and how often they are reached, and provides insights on which combinations of possible touch points can have the greatest impact on the audience.

How it works

For each Key Moment consumers undergo an exhaustive list of potential Touch Points (TP) and sources of information. The influence and reach of each TP involved in the customer journey is then measured according to its importance and impact on the target audience.

Analysis and reporting

The touch points are quantified and mapped to:

  • Visualize categories and sources of information with higher/lower reach and influence compared to other categories/sources
  • Understand which touch points are driving awareness and their impact on decision-making
  • Determine the presence of touch points with high average retention, meaning they played a relevant/influential role across key moments
  • Define the level of correlation between touch points with high average reach/influence and high average retention.

Reach and influence of advice/recommendation touch points visualization example
Reach and influence of advice/recommendation touch points visualization example
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Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
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Take your setup one step further
Standardize, democratize and accelerate your time-to-market for new products with a streamlined custom concept testing framework
Learn more