Segmentation: How do I carry out journeys' analysis?

Journeys Analysis allows you to establish what segment a customer falls into, not only at the start and end points of a period, but also for a number of intermediate sampling points on their journey.

The following example assumes you are familiar with the Segmentation tool.

1. Drag your selections onto the Segments tab. Note that the display contains a Selection Identifier.

   

2. Click on the Journeys tab and from within the window enter the Journey start date of the journey you want to analyse.

3. Click on the drop down arrow next to the Journey end date box and select the date you want from the drop down list. The list is populated by the settings you make in the Reporting Points window.

   

4. Enter the number of intermediate points you wish to analyse on this journey. Once entered, the display shows the number of days between each of the intermediate points.

5. Click the Build button to calculate and display the results:

   

The above screen shot shows a sample of the changes in movement between the segments when checked every 99 days. The x value is used to denote people who were not in any of the segments at the point checked.

e.g. There are 2,216 people who followed the pattern ABx. This means that they started their journey as High Frequency High Value customers (A), then moved to High Frequency Low Value customers (B), and finally ended their journey by not being in any of the segments (x denotes lost customers).

Even though 10 intermediary points were specified to check, the display will only register when there has been a change of segment and does not display a person's segment at every single point.

 

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