Subjective customer journeys that rely on best guesses won’t move the needle. As access to first-party customer data advances, so does the ability to use that data in powerful ways to understand behavior and interaction across all channels.

Customer journey analytics is the approach to building informed customer experiences based on an evaluation and monitoring system that continually improves itself. The components of customer journey analytics are:

• Connect and Enhance Data
• Define the Data-driven Journey
• Test Design and Contact Strategy
• Operationalize
• Real-Time Decisioning and Optimization
• Measurement