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: