How Does CJ Path Work?

Analyzing customer behavior through journey analysis can be helpful for a variety of use cases including improving customer acquisition and retention as well as reducing customer churn.

In the example chart shown below, the customer journey paths visualize the multiple marketing channels that customers interacted with before a target conversion event (e.g. purchase).

The top path shows that 1,673 customers purchased after interacting with a product listing ad, organic search, product listing ad and another organic search.  That path also had 29,203 other users who had a similar behavior pattern but did not purchase, resulting in a 5.4% conversion ratio.  We see other paths that had higher conversion ratios, and the next steps would be to drilldown and investigate the differences between paths.  Combined with cost data, you can feed back your analysis to adjust marketing spend to direct customers to more successful paths with higher conversion.

 

Configure conversion goals

CJ Path allows you to create highly customizable conversion goals.   For example, you can set simple event based goals such as an online purchase or subscription completion.  You can also set highly specific conversion goals such as the purchase of a particular product where purchase completion occurred between 4/1-4/5 in California only.

Define and add conversion events using the conversion configuration tools.

 

The new conversion goal can then be immediately selected from the CV dropdown.  CJ Path will recalculate all the paths and reporting on the fly based on the new conversion goal.

 

 

Configure Touchpoints

Customers interact with a company through a variety of channels. Whether it is through paid search ad, a rich media ad, social media, website, or call center, CJ Path helps to analyze and visualize all of these touchpoints. Configurable touchpoint definitions allow you to expand or group touchpoints into a variety of configurations allowing you to visualize the customer journey from many different viewpoints interactively.

 

Create User Segments

CJ Path allows you to segment users any way you like. Not only by a simple characteristic such as device type but also by behavioral pattern. For instance, you can focus on users who did an organic search and then landed on a campaign landing page between Monday and Wednesday.

The example below shows the defining of a user segment that used PC to access, viewed the Product section and is not a bot or crawler.

 

 

Once you register your user segmentation rule, just go back to customer journey analysis and select the segment you want to analyze.

 

 

Further, you can also segment user based on demographic information such as gender, age or zip code if you have customer profile data.  With its very powerful data fusion capability, CJ Path allows you to blend any data to enrich your customer journey analysis.

Stats & Trends

CJ Path also includes a variety of powerful stats and trends that lets you drilldown by user segment, conversion goals, and touchpoints.

Traffic trend graph for events, session and unique users. Group by time segment such as daily, hourly or even by minutes.

 

 

User segment trend graph compares traffic of each user segment over time.

 

 

Conversion distribution graph compares converted users versus non-converted users and the conversion rate after each interaction or event.

Attribution score

CJ Path has a variety of pre-defined formulas for attribution score calculation. This enables you to analyze the contribution of each touchpoint in driving conversions.  It is also very easy to customize this report and define your own attribution algorithm.