Journey analytics is a hot topic because it can help firms move the needle on customer obsession. But misconceptions about what journey analytics is and how it's done get in the way. Forrester defines journey analytics as a practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior. In this episode, we answer some of the top questions about journey analytics and when to apply the technology.
Relevant Forrester research:
"The Forrester Wave™: Customer Journey Analytics Orchestration Platforms, Q3 2017"
"The Forrester Wave™: Customer Journey Analytics Visioning Platforms, Q3 2017"
"The Seven Top Questions About Journey Analytics"