Here's an example of how you can use Journey Analytics to pull data from many sources and channels, draw insights, and take action.
Your email campaign is generating a lot of open emails and clicks but the abandonment rate is high. You want to send an "abandoned cart" email but not without first knowing the context of the abandonment. Otherwise, you frustrate the customer more.
Here's what we mean:
The customer struggled on a form page. You don't investigate, don't fix the form, and then send a discount to buy online. The customer purchased offline or at the call center. You send the customer a discount for the item that he already purchased. In both cases, you've alienated the customer.
Instead, you decide to investigate the issue by using Journey Analytics. You create and run a journey report with email open as the starting touchpoint and cart abandonment as the ending touchpoint.
The report excludes journeys where customers made a purchase at any time during the specified time frame.
You review the top paths, drill deeper to see customer interactions in each channel, and then review individual customer journeys.
Because Journey Analytics pulls data from Tealeaf, you can replay sessions from some individual journeys. You discover customers are struggling on a page. You save the audience and send it to Acoustic Campaign where you retarget customers with the appropriate email.
By using Journey Analytics, you derived the following insights:
- Customers open emails but don't always click directly to the website. However, you could also see that the email opens were influencing online behavior.
- You identified top emails and products that were associated with abandonment.
- You identified customer struggle by viewing sessions through session replay.
Armed with these insights, you take action. You use Journey Analytics to save the audience and send it to Campaign where the customers are targeted for re-engagement.