How can you use customer journey mapping and attribution modeling to understand customer behavior?

1 What is customer journey mapping?

Customer journey mapping is a process of creating a visual representation of your customers' paths from awareness to loyalty. It shows the steps they take, the channels they use, the emotions they feel, and the pain points they encounter along the way. Customer journey mapping helps you understand your customers' needs, expectations, and motivations, and identify the gaps and opportunities in your customer experience. It also helps you align your marketing activities and messages with your customers' goals and stages.

2 What is attribution modeling?

Attribution modeling is a method of assigning credit or value to the different touchpoints that influence your customers' conversions. It helps you measure the effectiveness and ROI of your marketing channels and campaigns, and optimize your budget allocation and resource allocation. Attribution modeling can be done using different rules or methods, such as last-click, first-click, linear, time-decay, or position-based. Each method has its own advantages and disadvantages, depending on your business objectives and data availability.

3 How to create a customer journey map?

Creating a customer journey map requires you to define customer segments and personas, goals and stages, touchpoints and channels, emotions and pain points, as well as gaps and opportunities in the customer experience. You can use data from your CRM, analytics, surveys, interviews, web tracking, email marketing, social media, feedback, reviews, ratings, NPS, conversion rates, retention rates, churn rates, and CLV to understand your customers' demographics and behaviors, assess how they feel at each touchpoint, measure how well you are meeting their needs and expectations, and identify where you can improve.

4 How to choose an attribution model?

When choosing an attribution model, you must consider your business goals and KPIs, your marketing strategy and mix, the quality and availability of your data, and the attribution method and tool. You need to define what you want to achieve and how you want to measure it, such as increasing sales or leads. Additionally, you need to understand how your marketing channels and campaigns work together to drive awareness, consideration, or conversion. Furthermore, you should ensure that you have accurate, reliable, and consistent data across your touchpoints and channels that can be tracked using tools like Google Analytics or Facebook Pixel. Lastly, you must choose a method that suits your goals, strategy, and data as well as a tool that can help you implement and analyze your attribution model.

5 How to use customer journey mapping and attribution modeling together?

Customer journey mapping and attribution modeling are two powerful tools that can help you understand and optimize customer behavior and marketing performance. With these techniques, you can gain insight into your customers' preferences, behavior, and feedback, and tailor your marketing messages and offers accordingly. Additionally, you can identify the most effective and efficient touchpoints and channels, as well as test and optimize your campaigns to measure their impact and ROI. By leveraging customer journey mapping and attribution modeling together, you can create a more seamless, personalized, and profitable customer experience.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?