Overview of Customer Journey Selections

You can use the Modelling Environment to define simple and detailed, event driven - customer journey - selections which you can then use to better understand the differences between your customers in terms of their previous behaviour.

A customer journey selection identifies customers based on a sequence of events. For example, you may wish to examine customers who:

...received a communication...then made a holiday booking...and then took out insurance
...visited your website...sent a communication...signed up
...have never purchased before...make a first transaction

A customer journey selection is evaluated on an individual basis and, for each customer, identifies time points for when each event occurred:

A person is only selected if they have experienced all the events.

Having defined the sequence, you can set about understanding the behavioural reasons for variations in customer journeys. For example:

What is different about the person who books and then cancels?
Which customers who visit your website are most likely to sign up?
Are there typical behaviours that precede a person's first transaction?

You can create and use robust models which inform and improve your marketing decisions, for example, helping you to:

Recognise and encourage people to make their first purchase
Identify and send additional communications to nurture people who look like they may cancel
Avoid the cost and time of wasted communications

For more on how to create and use powerful customer journey selections, see the following related topics: