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How Data Analysis Drives the Customer Journey

Feb 14, 2014

Driving down Highway 1 on California's Big Sur coastline, it’s easy to miss the signs that dot the roadside. After all, the stunning views of the Pacific crashing against the rocks can be a major distraction. The signage along this windy, treacherous stretch of road, however, is pretty important—neglecting to slow down to 15 MPH for that upcoming hairpin turn could spell trouble.

Careful planning and even science goes into figuring out where to place signs, whether they are for safety, navigation, or convenience. It takes a detailed understanding of the conditions and the driving experience to determine this. To help drivers plan, manage, and correct their journey trajectories, interstate highway signs follow a strict pattern in shape, color, size, location, and height, depending on the type of information being displayed.

Like the traffic engineers and transportation departments that navigate this process, enterprises face a challenge when mapping, building, and optimizing digital customer journeys. To create innovative and information-rich digital experiences that provide customers with a satisfying journey, a business must understand the stages and channels that consumers travel through to reach their destination. Customer journeys are multi-stage and multi-channel, and users require information at each stage to make the right decisions as they move toward their destination.

To find out more, read the full article, "How Data Analysis Drives the Customer Journey," published in Wired Innovation Insights.

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