Framework

Customer journey mapped to data signals

The question it answers

When a marketing team holds plenty of customer data but cannot act on it, which signal at each journey stage shows where a customer is and what to do next?

Origin
Lemon and Verhoef, 2016
Diagram type
Process by phase
Level of analysis
Firm
Topics
Data & analyticsMarketing & sales
Magnifying lens over a line chart tile, icon for data and analytics

Diagram

Customer journey mapped to data signals

  1. Five stages
  2. AwarenessAd impressions, search keywords
  3. InterestClicks, social-media interaction
  4. ConsiderationTime on page, product comparison
  5. PurchaseCart, checkout
  6. LoyaltyRepeat purchase, reviews

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Lemon, K.N. and Verhoef, P.C. (2016) ‘Understanding customer experience throughout the customer journey’, Journal of Marketing, 80(6), pp. 69–96.doi:10.1509/jm.15.0420Source page
  2. Wedel, M. and Kannan, P.K. (2016) ‘Marketing analytics for data-rich environments’, Journal of Marketing, 80(6), pp. 97–121.doi:10.1509/jm.15.0413Source page