Customer journeys

Latest Articles

Designing a data model that reflects your user journey

In our last chapter, we looked at the growing prominence of data modeling and why it’s an important part of the modern data stack. This time, we’ll explore practical ways to design data models to serve internal teams effectively. How should I structure my data models? Before we answer that question, it’s worth looking back […]

Piece together complex customer journeys for a complete customer view

In many pieces on travel, we’ve touched on the concept of hyper-relevance – that is, delivering the right product to the right customer at the right time on the right platform or in the right channel. But how do you actually get to hyper-relevance? In this era of data-informed decision-making, your data can give you […]

How Animoto uses event tracking data to understand and optimize the user journey

“How are people using my site?” “What is a typical customer’s journey?” “How many times does a user visit before purchasing? And how many pages do they visit? Which one had the biggest impact on their decision?” These are a few questions that data analysts hear all the time from marketing, product and finance teams. […]

Mapping the customer journey with complete-picture data

With data unification – the ability to join multiple data sources and get a full-picture view – travel companies are harnessing the power of understanding their customer journey at a more granular level, finally tapping into insight untethered from previously siloed sources. This creates conditions for “hyper-relevance” as a differentiator in a crowded travel market […]

Snowplow Meetup Amsterdam #3 was all about personalisation across the customer journey

We were delighted to be running our third Snowplow Meetup in Amsterdam on April 5th and lucky to have speakers from de Bijenkorf and Greenhouse Group alongside our co-founder Alex Dean. Such a compelling ensemble of speakers resulted in a great turnout and lots of interesting questions from the audience. It was great to connect […]

Building the single customer view: looking beyond web and mobile to include all your customer touchpoints

Building a complete picture of your customer journey is difficult. Digital customer journeys are growing in complexity – likely made up of interactions across multiple channels from your website and app to chatbots, social media, marketing emails and offline channels such as call centers and TV ads. Even so, there is a real opportunity for […]

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