Journey analytics: The measurement core of Customer Journey Management

Journey analytics: The measurement core of Customer Journey Management

Whether you're discovering a journey or designing one, analytics is how you know it's working.

Customer Journey Management gives you two ways of knowing your customer's journey. You can discover it—observe the paths customers are already taking, on their own, across your business. Or you can orchestrate it—design the path you want them to take, and guide them along it with contextual actions.

Path Finder does the first. Journey Builder does the second.

But discovery and orchestration are only half the story. Once you've mapped a path or built a journey, youstill need to know: is it working? Where do customers linger, and where do they leave? Which route converts, and which one quietly fails? That's the question analytics exists to answer—for a discovered path just as much as for an orchestrated one.

Purpose of journey analysis

The purpose of journey discovery and orchestration is to create a positive impact and experience for your customers. You'd want them to sail through your process smoothly, ascend across departments without delay—exhibiting your brand's core values and ethos at every touchpoint, and coming up with creative ideas to enhance the way they feel about transacting with your business.

And, what's next?

You'd want to analyze and measure the success of those journeys. You'd want to break the journey down, analyze the impact, understand the velocity, progression, distribution, concentration, accomplishments, and failures—to come up with a tighter, more robust, and delightful experience delivery. This holds whether the journey in question was one your customers found on their own, or one you built for them. The measuring stick is the same; only the story it tells changes.

Analytics in CommandCenter

Zoho CommandCenter comes with an in-built analytics module that measures all these focus areas about journeys in your organization—both discovered and orchestrated—as part of the suite's journey management capabilities.

Capabilities

With the analytics module in CommandCenter, you can:
  1. Build individual dashboards for each of your analyses
  2. Create charts to represent journey projections
  3. Understand how many customers reach your target stage—how long they take to get there, and more
Notes
Note: This analytics module includes collective insights of all customer journeys taken in your business. Default reports from Path Finder and Journey Builder will help you analyze individual journeys taken.
Limits
  1. Number of dashboards in an organization: 10 dashboards per organization
  2. Number of components in a dashboard: 20 reports per dashboard
  3. In total, an organization can have 200 analytical components—shared across Path Finder and Journey Builder.

Controls in each dashboard

Dashboard components can be resized, reordered, and removed. You can also move components from one dashboard to another. Additionally, dashboards can be renamed, made default, or deleted.

Two lenses, one module

Path Finder and Journey Builder read very differently at the native-report level—and that difference is worth holding onto, because it's the difference between watching and directing.



But underneath these different native views, both features draw from the same analytics module—the same seven chart types, the same dashboard limits, the same controls. What changes is the story each chart tells: a Bar Graph on a Path Finder configuration compares discovered touchpoints; the same Bar Graph on a Journey Builder configuration compares designed stages. The mechanics don't change—the meaning does.

Types of analyses

There are seven types of charts available for journey analyses.
Journey charts:
  1. Line Graph — traces performance, growth, and progression against two measures, with a mean line for the average
  2. Bar Graph — a comparative study of two or more entities across measures and variables
  3. Pivot Report — examines a data point at the intersection of two journey dimensions at once
  4. Heat Map — represents concentration and value through color intensity
  5. Progression Analysis — compares how records move between selected stages or touchpoints
  6. Goal charts:
  7. Goal Chart — tracks progress toward a defined stage goal over time
  8. Target Meter — measures current achievement against a defined target

All seven are available for the reports of both Path Finder and Journey Builder. The configuration steps are identical either way—name the report, choose the configuration to analyze, pick your data and measure. What differs is only what you're pointing them at, and what you're hoping to learn. For the full walkthrough of each chart type, with configuration steps and worked examples:

Discovering paths? See Analyze your customer paths: Exploring Path Finder reports
Orchestrating journeys? See Analyze your customer journeys: Exploring Journey Builder reports
Idea

In short

A discovered path and an orchestrated journey answer two different questions—one tells you what your customers are already doing, the other tells you whether what you designed is working. Journey analyticsis the layer that sits underneath both, turning either kind of map into something
and act on. you can measure, trend, and act on.