Customer Journey Analysis

9月 092020

There's no question that we're all increasingly, and often exclusively, interacting with brands digitally. Consumers are now online through countless mechanisms – from laptops and mobile apps to AI-enabled voice assistants and sensor-based wearables. Engagement is diversifying in fascinating new ways. And when organizations can't see their customers interacting in [...]

SAS Customer Intelligence 360: Behavioral event tracking, targeting & engagement analysis was published on Customer Intelligence Blog.

9月 262018

Marketing has changed and continues to change. Some of this is because of technology, but mostly it is the result of evolving customer expectations. Isolated customer interactions, however good, do not create a great customer experience. As isolated events, in fact, they may have a low level of influence on [...]

Why customer journey design matters (and having analytics at its heart matters, too) was published on Customer Intelligence Blog.

9月 212018

My first post on customer journey optimization set the scene by introducing the concept of marketing as a game to be won. The rules to this game are complex, some are known, and others can be learned. Above all, the game is built on a shifting landscape of customer, competitor [...]

Customer journey optimization – The brain was published on Customer Intelligence Blog.

9月 142018

In my previous post I wrote about the Atari video game, Breakout, and how an AI technique (reinforcement learning, or RL) outperformed a human player. I also drew an analogy between Breakout and customer journey optimization. In Breakout, the environment is what you see on the screen – the blocks, [...]

Reinforcement learning brings AI to customer journeys was published on Customer Intelligence Blog.

9月 102018

The customer journey is at the forefront of every discussion about modern marketing. The idea that customers move in premeditated or, at the very least, marketer-meditated paths between well-defined states is alluring (and comforting) to a marketing professional. Of course, even a cursory examination of a web path analytics (Sankey) [...]

AI-based customer journey optimization was published on Customer Intelligence Blog.

5月 232018

Path analysis is an exploration of a chain of consecutive events that a given user or cohort performs during a set period while using a website, online game or mobile app (although other use cases can apply outside of digital analytics). As a subset of behavioral analytics, path analysis is [...]

SAS Customer Intelligence 360: Path analysis for re-engagement was published on Customer Intelligence Blog.