A Journey stage is one of 5 key stages in the customer experience with your brand, ranging from Aware through to Loyal. For each stage, we associate certain events with an event code used in Acoustic Exchange.
After Journey Analytics processes data for journey stages, you can view the report by clicking Journey stages > View. Data is available two days after you configure the journey stages.
The Journey stages report shows progress towards stage targets and data about customer migrations across stages. You can use the report to determine whether your marketing campaigns are meeting your company's goals at each stage and moving customers through the lifecycle.
To see migration details for a stage, to create an audience for a stage, or to see individual journeys for a stage, click the stage's three-dot menu and then click the corresponding menu option.
Note: Users are included in individual journeys when at least one event meets the criteria specified by the event attribute filter. For this reason, when you view events for a user in individual journeys, you see all events for the user including events that might not match the specified filter criteria.
Progress towards stage targets
The Progress towards stage targets bar graph shows baseline and target thresholds for each stage and the actual number of customers in each stage. If the actual number of customers in a stage is above the stage's baseline, the blue progress indicator shows the percent increase over the baseline. If the actual number of customers in a stage is below the stage's baseline, the red regress indicator shows the percent decrease below the baseline. For example, if the aware stage baseline is set to 100,000 customers, the target is set to 101,000, and there are 104,000 customers in the aware stage, the dark blue progress bar for the aware stage shows 104K 400% or (104,000-100,000)/(101,000-100,000).
Stage baselines and targets are defined when you configure stages by clicking Journey stages > Create.
Stage migrations show the number of customers in each stage that are migrating to higher stages and regressing to lower stages during the reporting period. To get more details about a specific stage migration, click to fill the stage dot and expand the stage migration view.
In the expanded stage migration view, an "octopus" shows the number of customers that are migrating from the selected stage to every other stage. For example, if the "octopus" is showing the migration for the considering stage, one arm of the octopus shows the number of customers regressing to the aware stage, and three arms show the number of customers progressing to the deciding, succeeding, and loyal stages. For the selected stage, you can create a forward-migrating audience, create a backward-migrating audience, or see individual journeys by clicking Create a forward-migrating audience, Create a backward-migrating audience, or See individual journeys.
For a specific migration from the selected stage to another stage, you can create an audience or see individual journeys. To perform one of these actions, click to fill the stage migration dot on the corresponding arm of the octopus and then click Create an audience or See individual journeys.
Manage journey stages reports
You can use the Journey stages report manager to view completed journey stages reports that were generated with the current configuration and past configurations.
To open the Journey stages report manager, click Journey stages > Manage. The report manager shows two tabs:
- All shows all completed journey stages reports for past and current configurations and the report that is currently running.
- Current shows all completed journey stages reports for the current configuration and the report that is currently running.
The tabs display reports in chronological order starting with the newest report at the top. Use the following information to identify the report that you want:
- Report ID indicates the date that the report was generated. The report ID is auto-generated and uses a format that is based on your organization and date.
- Start date is the date that the report was configured.
- End date is the date that the report reached the end of its duration period.
Note: For reports that are generated on the last day of the report duration period, Journey Analytics highlights the report in green and displays a "duration met" label. To start a new journey stages report, you must edit the stages configuration. For example, you might reconfigure the baseline and target metrics.
To see details about a report configuration, such as the duration period, click the info icon for the report. To view a report, click the report ID.
Configure journey stages
With journey stages, you define each stage in the customer lifecycle by specifying how stages are based on customer behavior.
Define the timeframe
- To configure journey stages, go to Journey stages > Create. The Journey stages window opens.
- Define a timeframe for your report by clicking the Report timeframes edit icon. The Report timeframes window opens where you configure the following report parameters:
- Duration specifies the number of days for the report duration. Enter a duration that is based on the length of your marketing campaign. The default is 90 days.
- Rolling checkpoints specify the number of days that a user stays in a stage after being added to the stage and not generating any more stage events. The stage report shows data for yesterday and backward from yesterday for the number of days specified by the rolling checkpoint value.
- When you are done configuring a timeframe for your report, click Apply.
Configure event criteria
- Start by configuring event criteria for the aware stage. Events define how customers in a specific stage interact with your brand. For example, customers in the aware stage are starting to learn about your brand. You might select events that indicate customers are opening new emails, visiting your site, or searching a web page.
- To define events for the aware stage, click the Criteria edit icon in the Aware tab. The Aware stage criteria window opens and is populated with subscribed events from the aware stage category.
- To change the configuration, you can add or remove events by holding down the Ctrl or Command key and then clicking events to select or deselect. Optionally, you can specify two attributes for one event or two different events with one attribute each.
- To specify two attributes for one event, change Event is any of to Event is, select the event in the Event drop-down, an attribute, operator, and value. Add the second attribute by clicking AND. A second event box opens where you select Event is, the same event, the second attribute, an operator, and a value. If you want to remove one of the attributes, click x.
- To specify two different events with one attribute each, change Event is any of to Event is, select the first event in the Event drop-down, an attribute, operator, and a value. Add the second event by clicking Or. A second event box opens where you select Event is, the second event, an attribute for the second event, an operator, and a value. If you want to remove one of the events, click x.
- When you are finished specifying events for the aware stage, click Apply
Note: If you do not configure events for a stage, Journey Analytics uses the subscribed events from the default journey stages category.
Configure baseline and target metrics
Next, configure baseline and target metrics for the aware stage. The target shows your customers' progress through a stage and the success of the stage in the customer lifecycle. The baseline is the starting point from which the target is measured. For example, your target for the aware stage might be to increase customers by 5% over the first run baseline. To define a baseline and target for the aware stage follow these steps:
- Click the Target and baseline edit icon in the Aware tab. The Target and baseline window opens and is populated with default metrics.
- In Target, enter a value and operator that specify the percentage by which you want to increase customers over the baseline. The default is a 5% increase over the baseline.
- In Baseline, you can keep the default, which is First run, or enter a value for the number of customers. For example, if you enter 100,000 as the baseline and 5% increase as the target, your target is to increase 5% over 100,00 customers, which is 105,000 customers.
- When you are done configuring the target and baseline metrics, click Apply.
When you are done configuring Aware, configure the remaining stages: Considering, Deciding, Succeeding, and Loyal. When you are done configuring all stages, click Save. You cannot delete a stage.
Note: A new report is generated anytime you change the configuration by clicking Save.