Analyzing Customer Journey Analytics

With research teams shrinking from layoffs, PMs are now expected to do more with less. But without the right approach, PM-led session replays can lead to false insights. Here are the 4 costly mistakes to avoid for real progress: – 𝗖𝗼𝗺𝗺𝗼𝗻 𝗣𝗶𝘁𝗳𝗮𝗹𝗹𝘀 Even experienced teams can fall into these traps. Here’s how to steer clear of them. 𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟭 - 𝗙𝗮𝗹𝗹𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲 𝗖𝗼𝗻𝗳𝗶𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗕𝗶𝗮𝘀 𝗧𝗿𝗮𝗽 ➔ What it is Confirmation bias happens when we unknowingly seek out evidence that supports our assumptions. It’s easy to go into session replays with a pre-formed theory about what users will do. ➔ What happens Instead of observing objectively, we end up interpreting every click and pause as “proof” of our theory. ➔ How to fix it Watch sessions with other team members who bring fresh perspectives and uncover what’s really happening. 𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟮 - 𝗧𝗵𝗲 𝗦𝘁𝗮𝘁𝗶𝘀𝘁𝗶𝗰𝗮𝗹 𝗦𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝗰𝗲 𝗠𝘆𝘁𝗵 ➔ What it is The assumption that only large-scale patterns or trends are meaningful. The classic “But it’s just one user!” trap. ➔ What happens Valuable insights are overlooked simply because they come from one or two users instead of thousands. ➔ How to fix it Focus on depth, not numbers. A single user’s struggle can reveal a critical friction point. Treat each session as a deep dive into the user experience. 𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟯 - 𝗧𝗵𝗲 𝗤𝘂𝗶𝗰𝗸-𝗙𝗶𝘅 𝗧𝗲𝗺𝗽𝘁𝗮𝘁𝗶𝗼𝗻 ➔ What it is Product teams are naturally drawn to solving problems, so when we see an issue in a session replay, we want to fix it right away. ➔ What happens By jumping to a solution too quickly, we might miss underlying patterns or broader issues that would have become clearer with a bit more patience. ➔ How to fix it Slow down and watch at least three more sessions before you act. This will give you a better sense of whether you require a more strategic fix. 𝗠𝗶𝘀𝘁𝗮𝗸𝗲 𝟰 - 𝗢𝘃𝗲𝗿𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝗗𝗲𝘁𝗮𝗶𝗹𝘀 ➔ What it is Session replays are only as valuable as the data they capture. Small but essential interactions, like mouse movements, and scroll patterns can reveal a lot about user friction. ➔ What happens If these details aren’t captured, you’re left with an incomplete picture of the user’s journey, missing key friction points. ➔ How to fix it Double-check that your session replay tool is configured to capture all critical interactions. – 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 The future of product management is about combining quantitative insights, qualitative depth (session replays - using tools like LogRocket), direct feedback (user research), and predictive foresight (AI). – If you want to stay ahead of the curve with advanced techniques and strategies for product management and career growth... Check out the newsletter.

User Journey Mapping is essential for product teams. But it's often poorly applied and can lead you astray. Top 7 mistakes and a free template: 1. Guesses instead of data The User Journey Map is worthless without talking to users. How else can you understand what they think and feel? One helpful method is "thinking aloud." Start by defining a series of tasks. Next, ask the first-time user to discuss their thought processes as they interact with your product. 2. Mapping only the top-level phases It's tempting to just focus on the big phases for a neat user story map. But those little steps matter, too. Each one can spark different thoughts and emotions. Balance is key here. 3. Ignoring variations Not every user journey will look the same. For example, before publishing the first product, the user might want to add a custom domain. So try to capture all these different paths. 4. Mapping only the happy path Let's face it: users aren't always happy. If your map only shows sunshine and rainbows, you're missing something. Look out for negative emotions like confusion or frustration. These are important, too. 5. Simplifying emotions We're complex beings. We can feel exhausted, delighted, and worried at the same time. And our emotions can be much richer than emoticons. Name the emotion and consider adding a context to paint a complete picture. 6. Mapping only the current state Mapping the current state is great for spotting the current problems. But don't forget about the future. Map out where you want to be and test your assumptions before the implementation. 7. Not taking action It's disappointing to map out a user journey, find opportunities, and then... nothing. Use what you learn. Otherwise, your insights are just gathering dust. --- Hope that helps. A free template (PPTX): https://lnkd.in/dJeVnGrQ --- If you enjoyed this, subscribe to my newsletter (73K+). You will get 600+ free PM learning resources by email: https://lnkd.in/dns_iaYG

Attribution is one of the toughest challenges for modern marketers—how do you measure what truly drives revenue in a complex, multi-touch journey? In this episode, I sit down with Taran Nandha, Founder and CEO of Growth Natives and DiGGrowth, to unpack the intricacies of marketing attribution and analytics. In this episode:  💡 Taran identifies the top mistakes marketers make with attribution, from relying on vanity metrics to overlooking offline touchpoints.  💡 He explains the importance of aligning people, processes, and tools to build an effective attribution system that delivers insights aligned with business objectives.  💡 Learn how to move beyond first-touch and last-touch models by embracing multi-touch attribution and account-based analytics for a more complete picture of customer journeys. You’ll also discover:  💻 How to connect and normalize data across platforms like CRMs, marketing automation tools, and ad channels.  🗺️ Practical tips on using cohorts and journey mapping to track ROI for events and campaigns over time.  🤖 The role of AI in making sense of data and optimizing your marketing strategy. Whether you’re new to attribution or looking to refine your approach, this episode is packed with actionable advice to help you prove the value of your marketing efforts and drive better business outcomes. Listen via the link in the comments.

Your customer journey map is missing the 8 touchpoints that matter most. You've optimised your ads, polished your landing pages, and A/B tested your emails to death. But whilst you've been obsessing over the obvious touchpoints, your customers have been forming opinions about your brand in places you've completely overlooked. These hidden moments of truth determine whether customers stick around or silently disappear. The good news? Your competitors are probably ignoring them too. 1. Pre-awareness Influences • What it is: Social conversations & word-of-mouth before formal brand discovery • Why it's missed: Difficult to track & attribute • Optimisation tip: Create shareable content specifically designed for peer-to-peer sharing • Impact potential: ⭐⭐⭐⭐ 2. Post-Purchase Onboarding • What it is: The critical first 24-48 hours after purchase when buyers seek validation • Why it's missed: Teams focus on acquisition, not retention • Optimisation tip: Create "success accelerator" emails with usage instructions • Impact potential: ⭐⭐⭐⭐⭐ 3. Product Documentation • What it is: Help guides, FAQs, & support materials • Why it's missed: Often delegated to technical teams without marketing input • Optimisation tip: Inject brand personality into help documentation • Impact potential: ⭐⭐⭐ 4. Customer Support Interactions • What it is: The conversations with service teams that shape perception • Why it's missed: Viewed as cost center, not marketing opportunity • Optimisation tip: Create scripts that highlight complementary products/features • Impact potential: ⭐⭐⭐⭐ 5. Digital "Dead Ends" • What it is: 404 pages, out-of-stock notifications, & other negative pathways • Why it's missed: Seen as technical errors, not opportunities • Optimisation tip: Transform dead ends into discovery points with recommendations • Impact potential: ⭐⭐⭐ 6. Transaction Confirmations • What it is: Receipts, shipping notifications, & order confirmations • Why it's missed: Treated as operational communications only • Optimisation tip: Include personalised next-best action recommendations • Impact potential: ⭐⭐⭐⭐ 7. Post-Usage Check-ins • What it is: The period after customer has used your product for intended purpose • Why it's missed: Customer journey maps often end at purchase or initial use • Optimisation tip: Create timely follow-ups based on typical usage patterns • Impact potential: ⭐⭐⭐⭐⭐ 8. Community Participation • What it is: Customer-to-customer interactions in forums & social spaces • Why it's missed: Difficult to scale & often understaffed • Optimisation tip: Identify & empower customer advocates within communities • Impact potential: ⭐⭐⭐⭐ Your marketing doesn't end where your analytics dashboard stops tracking. The brands that will win tomorrow are already investing in these invisible touchpoints today. Which one will you optimise first? ♻️ Found this helpful? Repost to share with your network.  ⚡ Want more content like this? Hit follow Maya Moufarek.

A critical part of journey management in any large organisation is measuring how your journeys perform. 📊 By setting clear goals, monitoring performance, identifying gaps, and measuring improvement impact, you create a continuous cycle of management and enhancement. Measurement surfaces opportunities and kickstarts improvements. 🚀 Yet many organisations struggle: data sits in silos, teams measure inconsistently, and dashboards report numbers without a coherent story. Product, marketing, sales, service, and digital teams collect valuable insights, but without a common language, they never combine into a unified performance view. The result? Plenty of activity, little clarity on what actually improves customer experience and business performance. Measuring performance along specific journeys—rather than isolated KPIs—provides the right context: the journey itself. 🗺️ This approach transforms your journey framework into an engine for improving both customer experience and business performance holistically, creating a shared structure and language where different KPIs unite. 🧭 Inspired by the Balanced Scorecard, this pragmatic 3x3 Matrix structures performance measurement across two dimensions: 👉 First, it distinguishes 3 performance metric categories: - Customer performance (behavior and sentiment) - Commercial performance (conversion, customer base, revenue) - Operational performance (cost, efficiency, reliability) 👉 Second, it distinct three journey hierachy levels: - Overall customer lifecycle - End-to-end product or service journey - Individual customer tasks These intersecting dimensions ensure each metric sits logically within a complete, coherent view. The visual below shows example metrics for all nine sections, helping you build a balanced measurement framework for journeys. This matrix delivers three immediate benefits: ✨ 1. It aligns siloed KPIs and contextualizes them into a shared journey 2. It enables drill-down and aggregation through connected KPIs across journey levels 3. It surfaces trade-offs and synergies between performance metrics A few quick tips to take into account when drafting or structuring your own journey-driven measurement framework 👇👇👇 🐌 Consider both leading and lagging indicators for a robust measurement approach that balances early warning signs with outcome metrics.  🤲 Don’t collect everything. Start with a North Star KPI for each journey, and add a small set of supporting metrics. Less is more. 💬 Always mix performance metrics with more qualitative feedback and insights that will help you determine why performance is down and how to fix it. Happy measuring! 🎉

Bad customer experience (CX) is costly. But worse than the cost is the damage it can do to your business. We’ve all seen the fallout from poor customer interactions—lost sales, negative reviews, and damaged reputations. That’s why it’s crucial to prioritize and enhance CX. Here are key strategies to implement: ➡ Map the Customer Journey: Each click and interaction shapes their perception. Create detailed personas to uncover needs, behaviors, and pain points. ➡ Process Inventory: Identify inefficiencies, like delayed shipping, by mapping the customer journey and tracing issues back to their roots. ➡ Ethnographic Research: Study customers in their natural settings to gain insights data alone can't capture. Align strategies with genuine customer expectations. ➡ Cultivate a Customer-Centric Culture: Follow Tesla’s lead—ensure every employee is driven to enhance CX, fostering continuous feedback and adaptation. ➡ Leverage Data: Use a 360-degree view of each customer to predict needs, personalize interactions, and exceed expectations. Don’t cut corners when it comes to improving CX. Focus on these strategies to drive loyalty and revenue. It’s worth it.

🔥 We’re single-threaded… and then they quit. Or got laid off. Or promoted. And just like that, our super-green, “nothing-can-go-wrong” account is suddenly on fire. Sound familiar? Cue the panic. We tell our CSMs, over and over: “You need to multi-thread. Build more relationships. Engage other stakeholders.” But here’s the kicker… we’re not actually enabling them to do it. Instead, we build these beautiful, thoughtful customer journeys—meticulously designed to drive impact for… wait for it… one person. (That’s right, our beloved champion.) Meanwhile, our CSMs are left scrambling, trying to figure out how to creatively engage other stakeholders on their own. 🚨 Oops. Big oops. 🚨 So, how do we fix it? Here’s my take: 1) Find your bright spots. Get a breakdown from your CSMs on the number of engaged contacts per account. Identify the accounts where multi-threading is actually happening. 2) Understand what works. What types of contacts are engaged? How did we keep them excited and bought in? What resources or moments created value for them? 3) Design for more than just the champion. Build journey elements specific to those other archetypes. Onboard them into the journey from day one. For existing accounts, create resources tailored to different stakeholder roles, and share them through your champion. These resources shouldn’t just be talk tracks—they should prove immediate value and help book that next call. 4) Rinse and repeat. Not every account will have every contact type. But if you define 5-6 key archetypes, you can aim to engage at least 3 in every customer. Multi-threading isn’t just a CSM responsibility. If we want it to happen, we need to stop creating one-size-fits-all journeys and start enabling our teams with the tools and resources to bring other stakeholders into the fold. Let’s stop the firefighting. Let’s build journeys that actually help.

🚀 New Feature Alert: Customer Journey Analytics on Amazon Brand Analytics Amazon just rolled out a powerful new dashboard under Brand Analytics → Customer Journey Analytics, and this one’s a game changer for brands who truly want to understand how shoppers move through their funnel. 💡 What It Does: This feature breaks down your customer’s path from Awareness → Consideration → Intent → Purchase — showing exactly where shoppers drop off and what drives them closer to conversion. 📊 Key Insights You’ll Find: Awareness Customers: Number of shoppers who searched or viewed your products but haven’t purchased yet. Branded Search Ratio: Measure how many searches include your brand name — a strong signal of growing brand recognition. Journey Flow Visualization: See how many users viewed detail pages, added to cart, or wishlisted before purchasing. 🔥 Why DTC Brands Should Care: For direct-to-consumer brands selling on Amazon, this feature bridges the awareness gap. It helps you: ✅ Identify where potential customers are dropping off ✅ Quantify the effect of branding campaigns on consideration ✅ Optimize Sponsored Brand or DSP strategies for mid-funnel audiences ✅ Align your DTC and Amazon marketing by tracking brand health over time 💬 Pro Tip: Head to Brand Analytics → Customer Journey Analytics and filter by Brand + Week to start identifying where your funnel needs the most attention. This level of journey visibility was missing on Amazon until now — and it’s an absolute win for data-driven growth marketers. #AmazonAds #BrandAnalytics #EcommerceGrowth #DTCBrands #AmazonInsights #RegroMedia

Confession time: Outside-in thinking is a lot harder to maintain than it seems. Even for those of us in Customer Success. The tendency is always to drift toward inside-out thinking, making our processes and focus company-centric rather than customer-centric. Don't believe me? Just look at one example of this: Customer Journeys. Many teams say that they have a defined Customer Journey. But rather than actually being oriented around the customer, for many the journey map is a list of activities from the company's perspective that are built around milestones the company cares about (contract signature, go-live, renewal, etc). I know about this, because I've been guilty of it in the past myself. I confuse my activity list with a customer journey and wonder why customers aren't as successful as they'd like. While important, that isn't a customer journey. It's an activity list. It's a rut none of us mean to fall into, but it's the natural drift because we live and breathe our own organization. So what do you do about it? How can you adopt a more customer-centric mindset in this area? TRY THIS APPROACH INSTEAD: 1. List out the stages your customers' business goes through at each phase of their experience with your product. Use these to categorize journey stage, rather than your contract lifecycle. 2. For each stage, list out what their experiences, expectations, and activities should be to get the results they want. Don't focus on listing what YOU do, but rather focus on listing what a customer does at each phase of their business with your product. List out the challenges they'd face, the business benefits they'd experience, the change management they'd have to go through, the usage they'd expect. Think bigger than your product here. 3. Then map what support a customer would need to actually accomplish these desired outcomes at each stage of the journey. Think education, change management enablement, training, etc. 4. Based on all of the above, you're finally ready to start identifying what your teams do to support the customer. ____________________________________________ A process like this helps build customer-centricity in 3 ways: 1. Customers stay the center of how you decide which activities are most important to focus on. 2. It empowers your team to become prescriptive about what customers should be doing for THEIR success. 3. It exposes what you don't know about your customers' business. And if you don't know something, just ask them. Don't make assumptions when you can talk to customers directly. Avoid the company-centric drift, fight to maintain true customer-centricity however you can. This isn't just a nice to have in 2025 . It's a business imperative. That kind of outside-in thinking is what causes you to focus on customers' success instead of just Customer Success (love that turn of phrase from Dave J.). But I want to hear from you! How do you guard your org from drifting to inside-out, company-centricity?

Is There a Simpler Path to Customer Outcomes? Here's a pattern I keep noticing: CS teams are tracking more data points than ever. We have dashboards for everything... engagement scores, feature adoption, support interactions, product usage patterns. But when I ask CS leaders what predicts their customers' success, the answer is usually simpler than the data suggests. It's not about customers using every feature. It's about them completing a few key actions that drive their business forward. What if we're overcomplicating this? Think about your own experience for a second. When you adopt a new tool, do you explore every feature? Or do you find the 2-3 things that solve your immediate problem and stick with those? Your customers are doing the same thing. So here's the question worth asking: ▶️ What are the critical few actions that actually predict business outcomes for your customers? Not product engagement. Business results they can point to. Here's how to find out: 👀 Look at your most successful customers. What did they do in their first 30, 60, 90 days that others didn't? 🗣️ Talk to them. Ask what made the difference. You'll probably hear about 3-5 specific things. Now make those things easier to find and complete. Build your onboarding around them. Celebrate when customers hit those milestones. But here's where it gets interesting: ♻️ This isn't a one-and-done approach. Think about it like habit stacking: the concept James Clear talks about in Atomic Habits. You don't try to change everything at once. You start with one small action, make it part of the routine, then layer on the next. The same principle applies to customer outcomes: ▶️ Start with the one action that drives their most immediate business result. Help them integrate it into their workflow. Once that becomes routine, celebrate the win and introduce the next value-driving action. Then the next. Each action builds on the previous one. Each success creates momentum for the next milestone. What this means practically: ❌ Your customer journey isn't a checklist they complete once. ✅ It's a progression of value that compounds over time. Month 1: They solve their immediate problem. Month 3: They've built that into their routine and are ready for the next outcome. Month 6: They're stacking multiple workflows and seeing exponential value. You're not just helping them achieve one outcome. You're helping them build a system of continuous value creation. The result? Customers move faster because the path is clear and incremental. Your team has better focus because you're guiding one step at a time. Success becomes more predictable because you're building on proven behaviors. And retention improves because value keeps compounding. ❌ Sometimes the answer isn't more data. ✅ It's more clarity about what actually matters, and a system that helps customers build on each win. StepUpXchange JanYoungCX