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CustomerJourneyModeling

This econometric model measures the effects of marketing and media activities on different KPI identified along the CustomerJourney, from the first contact all the way through to the final sale.

Find the answers to these questions.

  • what was the impact of the different communication activities (online, offline, BTL) on reach and brand awareness?
  • what was the most effective media for generating website visits, confirming a reservation, or bringing foot traffic to retail stores?
  • how do exogenous factors such as competition, climate, or other events effect traffic in retail stores?
  • how much did commercial development activities such as loyalty programs or sales training programs actually boost sales?
  • which investments were the most effective and efficient at generating higher conversions over the short and long-term period?

CUSTOMERJOURNEYMODELING IS THE ANALYSIS MODULE THAT ENABLES COMPANIES TO MONITOR, ON DIFFERENT RESPONSE KPIs, HOW EFFECTIVELY MARKETING AND COMMERCIAL ACTIVITIES ARE PERFORMING THROUGHOUT THE DIFFERENT STEPS OF THE CUSTOMERJOURNEY.

AREAS OF APPLICATION

Decision-making pathways are growing increasingly long and complex and many marketing activities no longer have a direct impact on final sales. Customers are influenced by a series of intermediate steps (such as price comparisons on the web, asking advice on social media or on specialized blogs or a quick visit to the store) prior to deciding to make their final purchase.

CustomerJourneyModeling is the econometric approach that was developed as an evolution of MarketingMixModeling to measure the effects of media and marketing activities on the decisional levers and on KPI that guide and influence the CustomerJourney, from the very first contact up to the final sale.

BENEFITS: IDENTIFY THE TOUCHPOINTS AND DISCOVER THE MOST SUCCESSFUL CHANNELS THAT INFLUENCE THE CONSUMER’S DECISION-MAKING PROCESS.

Performance Analytics

ANALYSIS OF MEDIA-MARKETING ACTIVITIES

Strategy Analytics

DECISIONAL SUPPORT FOR STRATEGY

Forecasting Analytics

FORECASTING TOOLS FOR MARKETING

Consultancy

IMPROVE BRAND PERFORMANCE

Utility