Customer journey analytics is the process of tracking, analysing, and optimising the touchpoints and interactions that customers have with a business across various channels and stages of their buying process.

It provides valuable insights into how customers engage with a brand, the challenges they face, and the factors that influence their purchasing decisions.

Sometimes, understanding your customer or client journey is key for your business growth.

It’s because customer journey analytics gives you insights that can help you personalise your marketing campaign and customer experience.

So no more guts-feeling decisions, but data-driven strategies that are more likely to resonate with your target audience.

But how do you develop a customer journey analytics strategy?

It actually can be done manually with spreadsheets and data collection tools. But of course this method will be time-consuming and prone to errors.

Alternatively, investing in marketing software like HubSpot can be a solution.

Today, we are going to explore more about what customer journey analytics are and how you generate that data in HubSpot.

Without further ado, let’s get to it.

What is Customer Journey Analytics?

Customer journey analytics is the process of gathering and analysing data to understand how customers interact with a business across various touch points throughout their journey.

According to HubSpot, this approach helps organisations optimize customer experiences. You can identify pain points, measure engagement, and assess the impact of customer interactions on business outcomes with this data analysis approach.

While the definitions may vary slightly, the core concept remains the same: using data to track and improve the customer experience.

Now, let’s dive deeper into the key aspects, metrics, and benefits of using customer journey analytics.

Key Aspects of Customer Journey Analytics 

Customer journey analytics focuses on several key aspects to provide businesses with a comprehensive understanding of their customers’ experiences.

At the heart of this process is the ability to identify and map all the touchpoints where customers interact with a business, from website visits and social media engagements to email campaigns and in-store interactions.

You can get a comprehensive picture of the customer’s entire journey by combining data from these different channels.

Alongside touchpoint tracking, customer journey analytics also emphasises the importance of behavioural analysis.

Analysing how customers behave and interact can help you learn about customer and client preferences, problems, and decision-making.

This knowledge lets companies optimisee customer experience, deliver personalised content and offers, and ultimately, drive increased engagement and loyalty.

More in Nexalab’s blog: What is Email Marketing and How to Use HubSpot to Do That?

Metrics and KPI in Customer Journey Analytics 

To measure the effectiveness of your customer journey analytics efforts, you can track a variety of metrics and key performance indicators (KPIs). These include:

• Customer Acquisition Cost (CAC): The cost of acquiring a new customer, which can be optimized through effective customer journey analytics.
• Customer Lifetime Value (CLV): The total revenue a customer is expected to generate over their lifetime, which can be increased by enhancing the customer journey.
• Conversion Rates: The percentage of customers who complete a desired action, such as making a purchase or signing up for a service, at different stages of the customer journey.
• Engagement Metrics: Metrics that measure customer engagement, such as website visits, time spent on pages, and social media interactions.
• Retention and Churn Rates: The percentage of customers who continue to do business with a company or who choose to discontinue their relationship, respectively.
• Net Promoter Score (NPS): A measure of customer loyalty and the likelihood of customers recommending a business to others.

Tracking these key metrics can help you to improve the customer experience and drive growth. The data enables businesses to make smart decisions, not just gut feelings, so their customer journeys are optimised.

Benefits of Customer Journey Analytics for Business

Implementing customer journey analytics can unlock a wealth of benefits for businesses of all sizes and industries.

Tracking customer journey metrics delivers a huge benefit—the power to enhance the overall experience.

With the data, you can identify and fix pain points to create an easier buying process. Ultimately, that fix can boost satisfaction, and strengthen customer relationships.

Moreover, customer journey analytics can lead to increased conversion rates and improved revenue generation.

As we mentioned above, data from customer journey analytics can help you remove friction points.

But you can also bring it to the next level by delivering personalised experiences.

The less friction in your sales process, the more personalised your experiences, and it will ultimately increase conversion.

That’s why conversion rates are important metrics in this data analysis approach. It is because they can directly measure the effectiveness of your efforts in optimizing the customer journey.

Beyond enhancing the customer experience, customer journey analytics also empowers businesses to make more informed, data-driven decisions.

Data-driven decisions are proven approaches that allow businesses to better understand their customers, anticipate their needs, and tailor their strategies accordingly.

The more data-driven you are, the more effective and efficient your business process, the more successful your business will be in meeting customer expectations and achieving your goals.

How to See the Customer Journey in HubSpot?

HubSpot, a leading customer relationship management (CRM) platform, offers a range of tools and features to help businesses navigate the complexities of customer journey analytics.

These features are mostly accessible through their analytics and reporting that are included in every hub they offer.

You can either use the insight from the report template they offered or create your own report using the data that is available on your HubSpot account.

It’s important to remember that the first thing you need to do in the customer journey analysis process is have a research question.

Some examples of research questions are : “What are the main touchpoints in the customer journey?” or “How do different marketing channels impact customer behaviour?“

These questions will be your main focus throughout the analysis process, guiding you in interpreting the data and drawing meaningful conclusions.

So, whether the templates or the custom report are useful depends on what kind of question you want to answer.

To see those customer journey data, you can use these several tools available in HubSpot

HubSpot’s Tools for Customer Journey Analytics

1. Contact and Company Timeline: HubSpot’s contact and company timelines provide a comprehensive view of a customer’s interactions with the business, including website visits, email campaigns, and support interactions.
2. Closed-Loop Reporting: HubSpot’s closed-loop reporting feature allows businesses to track the performance of their marketing campaigns and their impact on the customer journey, from lead generation to customer acquisition.
3. Attribution Reporting: HubSpot’s attribution reporting tools enable businesses to identify the touchpoints and marketing activities that have the most significant influence on customer conversions.
4. Customer Journey Mapping: HubSpot’s customer journey mapping feature allows businesses to visualise the customer’s path, identify pain points, and optimise the experience across different stages of the buying process.
5. Predictive Lead Scoring: HubSpot’s predictive lead scoring feature uses machine learning to analyse customer behaviour and identify the leads most likely to convert, helping businesses focus their efforts on the most promising prospects.
6. Behavioral Segmentation: HubSpot’s behavioural segmentation tools enable businesses to group customers based on their actions and preferences, allowing for more targeted and personalised marketing campaigns.

Using tools from the HubSpot ecosystem can help you gain a deeper customer journey understanding. With that data, you can identify areas for improvement. After that, you can turn insight into actionable strategies that will improve the overall customer experience.

More in Nexalab’s blog: What is HubSpot App Marketplace? Features, Benefits, and Top App Options

Conclusion

Customer journey analytics has become a crucial component of modern marketing and business strategy. You can obtain important insights and make data-driven decisions with this approach. Implementing this data analysis strategy will ultimately enhance your customer experience and drive business growth.

Investing in marketing software like HubSpot is a smart move for any business looking to improve sales, marketing, and customer service.

But to get the most out of your business growth, it needs to work with your other tools. While HubSpot App Marketplace offers some basic integration, you’ll need expert help when it comes to custom integration.

Nexalab’s App Integration can help you integrate HubSpot with custom integration, connecting HubSpot with other software, like PSA software, for example. This means you get a complete view of your customer data, automate repetitive tasks, and personalise your customer interactions.

It’s a solution that helps you get the most out of your CRM investment. Contact Nexalab today to explore how App Fusion can drive your business forward.