Using data to analyze and optimize the customer journey

Director of Digital Strategy

Data and the customer journey

Your customers have multiple touchpoints with your brand. Knowing where those points of contact are and if your customers are having a positive experience are critical to growing a successful business. Every touchpoint creates some form of data and knowing how to collect and aggregate that data is vital to help you evolve and optimize the customer journey.

Pathfinder Vice President of Marketing and Business Intelligence Steve Czajkowski and I had the opportunity to present our thoughts on using data to analyze the customer journey at the North American regional meeting of ICOM, a global network of independent marketing agencies.

In this talk, we break down the customer journey through a traditional marketing funnel (Awareness, Consideration, Conversion, Loyalty, and Advocacy), while identifying touch points and corresponding data-capture opportunities. We also review the importance of data integration to create and automate reports, which can provide additional insights.

Click below to watch our presentation and if you feel your business would benefit from data analysis and journey mapping—or would like more information—please reach out!

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Director of Digital Strategy
Aaron loves a good problem. That means he asks questions. And the more questions he asks, the closer he gets to the solution. This makes Aaron happy. And a little sad. Until a freshly shrink-wrapped problem arrives in his lap, and he can start the process over again. Throughout Aaron’s 15-year career, he has gained diverse skills in building digital experiences. His multidisciplinary background, including user experience, design, engineering, and data analysis , enables him to develop solutions that create pleasurable and frictionless experiences for end users who build value for his clients.

Our Take

Nobody likes to hear people squawk about marketing. So, we wrote it all down for you.

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