Customer journey analytics
Understand, analyse and actively optimise the customer journey.
"I want my customers to get the most relevant communications based on where they are in their journey"
"I don’t want my customers to receive untimely, irrelevant communications."
From first touch to long-term loyalty - make every interaction count
Your customer's journey is not a single path but a series of moments - from discovery, through to purchase and long-term loyalty. Each moment influences how people perceive, trust, and engage with a brand. Journeys are shaped by every interaction and can change direction in an instant. One misstep can derail it completely. For marketers, optimising that journey is one of the biggest drivers of growth - and a truly customer-centric approach is what separates leaders from the rest. Apteco provides a platform-agnostic customer journey analytics solution that connects seamlessly with your existing ecosystem, giving you a complete view of the customer journey in one place. By bringing data together and turning it into clear insights and visualisations, Apteco enables smarter automation and continuous optimisation - so every interaction works harder.
Consolidate and connect data from different tools and sources to access complete and accurate information. Connect your CRM, online store, and email data to understand how engagement with marketing communications impacts sales and conversions.
Understand patterns of customer behaviour to drive communication and business decisions. Easily identify, analyse, and target your data, by utilising selection mechanisms to filter and refine selections, and recency, frequency and value metrics to determine a customer’s worth.
Uncover the answers to your most important questions and make hypothesis to test and learn. Create dashboards to tell your data story visually from hypothesis to results, and use modelling tools to understand customer behaviour, to help you to predict future behaviour more accurately.
Put your data insights to work to get the best results. Automate your campaigns to support your creativity and communication. Schedule campaigns so that you can plan, create, and run them without any unnecessary interaction, using critical functionality to achieve hyper-personalisation.
Move to campaign prioritisation and optimisation to continuously improve and refine the customer journey. Generate reports ranging from operational information such as timings, volumes, and campaign status to marketing effectiveness such as ROI and engagement rates.
Ready to drive business growth and execute smart, automated campaigns that deliver?
Apteco empowers marketers by giving them control over their data and campaigns. Our end-to-end capability makes it easy for you to manage your marketing from start to finish.
Identify and remove hurdles to optimise the customer journey
Learn where and why abandonment is taking place so that more customers complete frictionless journey steps and have a better experience as a result. Measure your marketing effectiveness and ROI to inform your optimisation strategy and utilise A/B testing in audience selection, personalisation messaging and channel execution. PeopleStage campaign optimisation tools use data attributes, model scores or even a listed priority order to ensure that each customer receives the most appropriate set of campaigns. Segment migrations give important clues to the optimisation potential in your communications, offering indications for the most relevant marketing campaign – such as win back, churn prevention or incentives.
Use reporting to help uncover key insights
Reporting ideally shows a story and an outcome, from which critical decisions can be made, and strategies formed. Dashboard visualisations draw the eye to any trends or questions that you have about the patterns in the data, helping you to plan and proactively react to change. Use modelling tools to understand previous behaviours, helping you to predict future behaviour and select individuals for targeting, such as those who are likely to look like or act like your "best" customers, more accurately. It's also crucial to look at migration trends across large numbers of customers. Does this indicate changes in market conditions, increased competition, or seasonal buying behaviour? Monitoring migrations allows you to analyse large scale changes, see how long customers spend in different segments, and ensure that you understand the customer journey at all times.
"Using Apteco has professionalised our selection processes, making them more organised, transparent and flexible, while keeping the level of complexity we need. It has also enabled a quick expansion of our supporter journeys. This has allowed our fundraising teams to make their activities more sophisticated and more tailored to our supporters’ needs."
Jack Scott, Analysis & Insight Manager, Centrepoint
Flexible pricing bundles
Choose the level of power you need - from CRM data connection and visualisations to smarter automation and continuous optimisation.
Selector bundle
Our most basic bundle makes audience selections easy and allows users to create, refine and share target lists.
- Hosted in the Apteco Cloud
- Audience selections
- Sharing & exporting
- One starter dashboard
Analyser bundle
Powerful visualisation tools to help understand your customers and their behaviour. Includes all Selector bundle features, plus:
- Advanced selections & profiling
- Unlimited dashboards
- Email & SMS upload & response gathering
- CRM integrations
Predictor bundle
Uncover deep insights into the customer journey and discover new marketing opportunities. Includes all Selector and Analyser bundle features, plus:
- Predictive & behavioural modelling
- PWE models and lookalikes
- Best next offer & cluster analysis
- Advanced segmentation
Broadcaster bundle
Simple quick-fire campaigning. Execute single step campaigns and analyse responses.
- Single-step journey builder
- Email, SMS & social channels
- Automated CRM integration
- Response tracking
- Content personalisation
- Seeds & control groups
Campaigner bundle
Enhance customer engagement with event triggered and highly bespoke multi-step journeys. Includes all Broadcaster bundle features, plus:
- Multi-step journey builder
- Real-time triggers
- Voucher handling
- Campaign reporting & dashboards
Orchestrator bundle
Enterprise level, high powered and optimised campaigns to drive ROI across more channels. Includes all Broadcaster and Campaigner bundle features, plus:
- Campaign prioritisation & optimisation
- Automated content optimisation
- Mobile push integration
- 2 x PeopleStage instances
We play nicely with others
By integrating Apteco software with your existing applications and tools, you can get one version of the truth and operate with greater accuracy and efficiency.
Turn every send into a one-to-one moment
Design, automate and send highly personalised emails at scale - Apteco’s drag-and-drop email builder.
Supercharge your marketing with Apteco email.
Related content
Access our range of resources relating to the features and benefits of customer journey analysis
Today’s savvy customers have high expectations when it comes to their experiences with brands. They demand seamless, secure, omnichannel, on-demand and personalised interactions — and they have little patience for those that fail to deliver.
Customer journey analytics allows businesses to reflect and grasp the complexity of today’s customer journeys in an omnichannel environment. Instead of one generic view of all customers or a few personas, it provides a holistic overview of the entire journey on an individual customer basis.
Customer journey mapping is the process of creating a visualisation of every interaction a customer has with a product, service, or brand. It’s a common method that organisations use to see their business from the customer’s perspective.
To optimise your customer journey management, you first need to understand their behaviour. For example, what has brought them to your website or store? What are they trying to achieve? Where are they experiencing friction? And what action has that friction led to? This is where customer journey analytics comes in.
For most organisations, it’s simply impossible to analyse every stage of every customer journey manually.
Customer journey analytics tools, however, can process huge volumes of data. This data could include everything from email open rates and customer feedback, through to the frequency of website visits, the average value of spend — even social media behaviour.
We want to give you peace of mind when choosing the right Apteco software to fit your business needs, and our team is on hand to help you make the right decision. To discover more about how we can help you, book a demo. Alternatively, try the Apteco Orbit™ platform for yourself.