Your customers move effortlessly between a myriad of channels and can quickly go from deciding to buy online to abandoning the cart. Before you decide on how to re-engage customers in this type of scenario, you need to understand the whole story behind customer actions. Otherwise, you could be creating a disjointed, inconsistent, and irrelevant customer experience.

What do we mean? Consider the cart abandonment scenario. Before doing anything, you need to know why it happened. Did the customer struggle on a page or did he move offline to make the purchase? Your response here can either delight or frustrate him and is only as good as your complete understanding of the customer journey.

But to make the right decisions, you need the right tool. If you're using multiple tools that only let you focus on one channel at a time, chances are you don't know the complete picture. You need a tool that lets you visualize the customer journey as a whole and draw insights that lead to actionable outcomes. And that is where Journey Analytics comes in!

Journey Analytics brings together data from your different systems and channels into one tool and runs reports that allow you to visualize the customer journey, draw insights, and take actions leading to outcomes that improve your business's effectiveness and efficiency.

Here are some things you can do with Journey Analytics:

• Connect offline and online data
  Online cart abandonment campaigns are frustrating when your customers actually purchase in-store. By adding offline data, you can target customers who truly abandon the cart and exclude customers who purchase in the store.
• Connect call center and online data
  You don't want to target customers based solely on their online behavior if they are calling your call center. If you do, your message is fragmented and incomplete.
• Connect online and CRM email data
  Identify customer audiences beyond "completed forms" for more personalized communications.

To find out how you can use Journey Analytics to pull data from multiple sources and channels, draw insights, and take action, see Scenario: Using Journey Analytics to identify email campaign cart abandoners and target for re-engagement.