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What is a customer journey?

  • Sum of experiences that customers go through when interacting with your company and brand
  • Roadmap detailing how a customer becomes aware of your brand
  • Instead of looking at just a part of a transaction
    • The customer journey documents the full experience of being a customer
  • Nurturing the customer experience
  • Anonymous user → actual buyer

Parts of a customer journey

How customers land on the website?

  • Mail/Social networks/etc

  • Landing page

  • Search engine

Personalised website

  • Carrousel by location
  • Banner by device

Interacting with the content

  • User intents
  • Assign scores to interactions
  • Event tracking
  • Data analysis

Reacting to intents

  • Evaluating scores: frequency, recency
  • variants of content per score threshold: 10 points cultural, 5 points sport clothes
  • personalised user journey


  • Led by personalised promotion
    • product bought
    • order placed
    • user subscribed


  • Marketing automation
  • More than one time sale
  • Engagement
  • Personalised mails
  • Mailing campaigns
  • Offers / landing pages
  • Capture more intents

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