This use case shows how a customer data analyst can use journey channel analysis to help drive increased sales of premium products.
Part 1: Setting the goal
Kristy, Customer Experience Manager at CityCool, has been asked to devise a strategy for driving sales of premium products—those valued at over $200—among customers who previously made only low-level purchases—those valued under $25. To do this, she needs to understand what behavior patterns are common to customers who have already made this progression from low-level to high-level purchases.
Part 2: Configuring the report
Kristy decides to use the cognitive pattern analysis features of Acoustic™ Journey Analytics to analyze the behavior patterns of these customers. She configures a journey report to see customer journeys that began with a low-level cart purchase and ended with a high-level cart purchase during the last 60 days.
Part 3: Analyzing high-impact patterns
When the report is ready, Kristy looks at the journey pattern analysis results and notices a pattern that had an especially high impact. It is a pattern that occurs frequently, with a high probability of occurring relative to all the other patterns in the journey.
Part 4: Seeing high-impact patterns in the context of actual customer journeys
Next, Kristy switches to the journey channel analysis results, which summarize the actual journeys that these customers took. She can see that the high-impact pattern is present in at least two of the most-traveled customer journeys during the 60-day period. She learns that these customers viewed two Sleekfit product pages and watched a video about how products from the high-end Sleekfit line can fit into an active lifestyle.
Part 5: Turning insights into strategy
Kristy formulates a strategy to cross-promote high-end products and supplement them with lifestyle video content. She confidently presents her recommendation to Nancy, CityCool's Director of Commerce.