Customer Journey Mapping

Highly targeted audiences and customer segments supported advanced personalization for greater user engagement.

The Challenge

One of the leading financial services group with multiple brands and assets worth over $100 billion came to e-CENS with the following objectives:

  • Track and unify a 360 view of the client’s buyer journey, from brand awareness marketing to lead capture to client acquisition and conversion to up-selling through re-targeting and post-sales engagement
  • Establish a data-driven approach for improving usability Analysis, audience segmentation and targeting, marketing budget optimization, and Conversion Rate Optimization (CRO) across their web and mobile app platforms

 

The Solution

e-CENS developed a comprehensive data collection solution by implementing Google Analytics (360) Enhanced eCommerce on a Lead-based website.

  • Marketing Channels (Facebook, DV360, Search Ads, LinkedIn)
  • Google Analytics and CRM in BigQuery
  • Producing executive and operational dashboards in Google Data Studio

e-CENS developed user segments and conducted analysis to reveal user engagement trends related to Macro and Micro Conversions across both devices (Desktop & Mobile).

The Value

The results of e-CENS work enabled the client to join multiple sets of data to reveal a complete and full picture of the user journey – starting at the top of the marketing funnel all the way to post-sales engagement.

The client is now able to calculate their true Cost per Acquisition, Cost per Lead, Cost per LOB/ Product Category/ Individual Product.

Related resources

Share on facebook
Share on twitter
Share on linkedin

Do you want to
win with data?

e-CENS designs and builds a complete, customized digital analytics and measurement program to drive your business forward.