To make best use of Journey Analytics, become familiar with the key concepts related to customer journeys and engagement.
An event in Journey Analytics is an activity or interaction between an individual and an application or business solution. The journey analysis capabilities in Journey Analytics allow you to report on events that have been registered in Acoustic Exchange by these applications.
A journey is a sequence of interactions taken by a customer to achieve a goal.
Many customer journeys occur across multiple channels. For example, a customer might see an item in a store, then use a smartphone to check comparable products and prices on websites. Next, they might ask for advice from family and friends on a social network; finally, they might use a tablet to make a purchase. Acoustic Journey Analytics helps you to understand this customer journey as a whole, without having to use separate tools to examine channels. Share your insights with customer experience designers to help them to design and deliver more consistent customer experiences that support your business goals and drive customer loyalty.
Journey Analytics provides path analysis tools to help you examine the paths that are the most relevant to your organizational goals. For example, you can configure a report to show the paths that your top-tier buyers traveled after they watched a video on your website. Or, configure a report to see the paths that led to a product purchase.
You can study the paths that customers travel in various ways, including the shortest paths, and the paths that generate the most revenue. This analysis can help you to determine whether your current marketing programs are influencing customer behavior in the ways that you expect. These insights can help you to deliver customer experiences that increase conversions, shorten the buying cycle, and deliver better user experiences across channels.
An audience is a subset of your customer base. A journey report can include your entire customer population, or only a particular audience. For example, you might want to focus on only top-tier buyers, or customers from a particular demographic group.
Audiences can come from multiple sources. You can use audiences from providers who share this information through Acoustic Exchange. You can also use audiences that you or other users create from the results of journey reports.
An audience can be public or private. A public audience is visible to other members of your organization and can be shared with other applications using Exchange; a private audience is visible only to you.
A journey stage is one of five key stages in the customer experience with a brand. Each journey stage encompasses different types of interactions across the user experience.
Your customers are divided into five buckets from aware to loyal based on their interactions with your brand. Below find a description of each journey stage and the events that are assigned to each journey stage by default. Each event is associated with an event code that is used in Acoustic Exchange. When you configure the journey stages report, you can keep the default events or assign different events to stages. Here are the default events for each stage:
- Default aware events
- Default considering events
- Default deciding events
- Default succeeding events
- Default loyal events
For more information about journey stages, see Digging deeper into journey stages.
Default aware events
These customers are just starting to learn about what you have to offer. Their activity includes searching web pages and watching videos to learn more about your product.
|ibmelementVideoLaunched||User launched a video|
|ibmelementVideoCompleted||User finished watching a video|
|ibmelementVideoPlayed||User clicked play on a video|
|ibmelementVideoPaused||User paused a video|
|x1linkReferral||User received a referral link|
|emailOpen||User opened an email|
|emailClick||User clicked on a email|
|emailSend||An email was sent to a user|
|sentSMS||A SMS message was sent to a user|
|ibmsearchedSite||User searched your website|
|ibmpageviewEntryPage||User viewed an entry page|
Default considering events
These customers are looking at the options available to them. For example, they might view a product or read a product review.
|ibmproductView||User viewed a product|
|ibmcartAbandonment||User abandoned a cart|
|ibmabandonedConversion||User abandoned conversion|
|formFieldValidationStruggle||User struggle based on a form validation issue|
|formFieldRepeatStruggle||User struggle based on repeated form field issues|
|formFieldDwellStruggle||User struggle based on form dwell issues|
|ibmelementReadReview||User read a product review|
|couponViewed||User viewed a coupon|
|couponClaimed||User claimed a coupon|
Default deciding events
Users in the deciding stage are purchasing your product whether online or in store. Activities might include redeeming a coupon.
|ibmcartPurchase||User purchase of a product in cart|
|couponRedeemed||Redemption of a coupon|
|instorePurchase||Purchase of a product in store|
Default succeeding events
These are your users. Activities might include installing a mobile app.
|appInstalled||User installed an application|
Default loyal events
These are your advocates. They are socializing their buying experience through social media, such as Facebook and Twitter.
|x1questionAnswered||Answered a question|
|x1instagramComment||Left a comment on Instagram|
|x1instagramHashtagged||Used a hashtag on Instagram|
|x1instagramLikePost||Liked a post on Instagram|
|x1instagramFollowed||Followed brand on Instagram|
|x1twitterReplied||Replied to tweet|
|x1twitterHashtagged||Used a hashtag on Twitter|
|x1twitterFollowed||Followed on Twitter|
|x1twitterRetweeted||Retweeted on Twitter|
|x1twitterTweeted||Sent a tweet|
|x1twitterFavorited||Favorited on Twitter|
|x1twitterMentioned||Mentioned on Twitter|
|x1twitterShared||Shared a tweet|
|x1fbPost||Posted on Facebook|
|x1fbLikePost||Liked Facebook post|
|x1fbComment||Left comment on Facebook|
|x1fbLikePage||Liked page on Facebook|
|connectedSocial||Connected to social channel|
Digging deeper into journey stages
Use Journey stages on the Overview dashboard to get a quick look at customer engagement. In the expanded view of Journey stages, you can get more detailed information, including progress towards stage targets and customer migrations across stages.