How much does a customer journey cost
Customer journey tracking: systems in comparison
Offering customers a uniform brand experience from touchpoint to touchpoint, online and offline, is one of the supreme disciplines in marketing. Those who optimally design the customer journey, of course, also want to know whether their work is crowned with success, want to comprehensively track the steps of the customer from the first contact to the conversion. Customer journey tracking therefore plays a crucial role. In the previous article on this topic, we explained that a centralized tracking system must be in place for customer journey tracking to work. But what tools are there to implement this? We answer that question here.
Further basics How does customer journey tracking work?
Selection criteria for tracking systems
According to Internetworld, only 15-20% of advertisers are currently using cross-channel tracking tools to analyze customer trips. High time to become one of them! Similar to the selection of a CMS, you do not choose the first system you find when it comes to tracking.
Requirements vary from company to company - and the properties of the tracking systems also differ. For small businesses, cost may be the key; large businesses may be more concerned with the security that comes with their systems. Let's look at a few criteria that can help you make a decision when choosing a system.
Customer journey tracking presents systems with a complex task. In most cases, the following applies: Quality costs. For most systems, the costs depend on how complex the customer journey is, i.e. how many touchpoints are to be covered. However, some providers keep a low profile when it comes to costs; others offer clearly described, different pricing models. On the cost side, companies want to know their own needs before buying and to act accordingly financially.
The GDPR sends its regards - everything has to be right when it comes to data protection, even with customer journey tracking. It is therefore important to check whether the providers adhere to the data protection guidelines: How is user data collected? Are they anonymized? Can the system display a cookie banner that informs the user about the use of data? When it comes to data protection, most systems have an obligation anyway. When choosing, you should still keep an eye on it.
It calms you down when someone is by your side. Therefore, when selecting the system, the point Support must also be taken into account. Is there a Help Center I can contact? Is support included in every pricing model? Are training courses offered for users? Getting support from the provider doesn't hurt when it comes to customer journey tracking.
You cannot always fall back on web analysis or development. Finding your way around the system, is therefore extremely important for those responsible for marketing. Because the more touchpoints you manage, the more confusing it can get. Even if common systems on the market can be operated quite intuitively, user-friendliness is still an important criterion when choosing a system.
Nice new tool or not - the speed of a website shouldn't suffer from the tracking system. For users, but also for the Google ranking, fast loading times are crucial. Therefore, the system should not have to load an unnecessarily large amount of data in the background. Since the performance depends to a large extent on the server, on the technical side it is above all to be checked whether and how well it can handle the tracking system.
5 tracking systems at a glance
The following overview introduces five of the common customer journey tracking tools. Not all providers offer complete information to check the systems for all selection criteria. Nevertheless, the overview presents the most important features, advantages and disadvantages of each system and summarizes them in a concise overview. This allows a quick overview of which of the tools is suitable for a specific project to track the customer journey.
Google - Universal Analytics
As an extension of Google Analytics, Universal Analytics enables cross-device tracking with which the customer journey of the user can be traced more precisely. By merging data from different end devices and channels, marketing measures can be recorded holistically and target groups individually segmented.
As with Google Analytics, users can easily create reports or dashboards. The support runs through the usual Google support, like Google Analytics, the software is free of charge. According to the company, the analysis tool is GDPR-compliant.
If you are already familiar with Google's analysis tool, Universal Analytics from Google is the right address. Once set up (which can take time), the touchpoints along the customer journey can be centrally tracked and evaluated.
Piwik Pro - Customer Journey Analytics
Google's competitor Piwik Pro also offers customer journey analytics. Piwik Pro brings together data from different channels and evaluates them. Similar to Universal Analytics, users can easily create profiles of their customers in order to gain granular insights. In addition, they can look at the paths taken by users through to conversion and optimize user flows accordingly.
According to the company, the tracking system helps to reduce customer churn, increase customer lifetime value, generate new customers and meet the “highest security and data protection standards”. For example, it is possible to integrate the Piwik Consent Manager into the system as a cookie solution. Support is available via the Help Center, by e-mail, by telephone or via training courses. Interested parties can obtain prices on request from Piwik Pro.
As with Google, if you are already a loyal Piwik Pro user, the customer journey can be mapped very well using the web analysis tool.
IntelliAd - Customer Journey Tracking
With its customer journey tracking package, the software company IntelliAd from Munich offers a powerful complete solution. Customer journeys can be recorded on a central platform, data is collected across channels and across devices. One of the strengths of the tracking system is that, in addition to online measures, it also takes offline channels such as TV or telephone hotlines into account. It also automatically checks which attribution models are cheapest and adjusts ongoing campaigns accordingly.
How much the solution costs will only be communicated upon request. However, users receive five hours of support per month included. The system is also secured in terms of data protection law, with German guidelines and data collection and storage in Germany. The system is also ISO and TÜV verified.
Under the motto “Made in Germany”, IntelliAd offers a comprehensive system that makes cross-device tracking child's play. The tool can be usefully expanded with all sorts of upgrades. If you don't want to risk anything in terms of data protection, you are well taken care of with the package.
Adobe - Campaign
When it comes to user-friendly, complex tools, Adobe is not far. The software provider is also involved in customer journey tracking. In this case with Campaign, part of its Marketing Cloud. With the promise of "following the entire customer journey on a single screen", Adobe Campaign relies on a user-friendly interface that makes customer experience management almost a haptic experience.
The focus is clearly on marketing campaigns that run cross-channel. Campaign results are bundled by the tool and can be viewed via a single interface. Reports can be created at the push of a button, and integration with Adobe Analytics (if used by the user) is also possible. Users can get support online via the Adobe website or the community, and companies can also take advantage of enterprise support. Adobe only communicates prices for Campaign on request.
If you want to benefit from the user-friendliness of Adobe products when it comes to customer journey tracking, you are well positioned with Campaign. It becomes time-consuming when it comes to integrating non-Adobe analysis tools - separate steps are necessary for this.
"End-to-End Customer Journey Analytics" - that is what Woopra from the USA offers with its tool. Data-driven is the motto here - data is tracked and merged across platforms. Extensive options for analysis and reporting are available to users. The simple integration of tools such as MailChimp, Slack, Marketo or Salesforce is particularly advantageous.
There are three pricing packages to choose from: Core ($ 0 / month), Pro ($ 999 / month) and Enterprise (costs by arrangement). Depending on the package, Woopra stores data for 90 days (Core) or two years (Pro and Enterprise). According to the provider website, the tracking tool is GDPR-compliant and complies with European guidelines.
Woopra is clearly focused on analysis. The tool can be used to view and evaluate the behavior of specific user groups. The easy integration of external tools also makes Woopra a convenient solution. The standard language of the tool is English, which can be a point of criticism for German-speaking users.
Conclusion: Similar tools with different focuses
Some rely on the interface, others on analysis. In terms of their functionality, the presented systems don’t give up, they all rely on centralized data usage and easy handling. The decision in favor of a system mainly depends on how well it integrates into the existing corporate architecture. Ideally, you want to save on conversion or training costs when purchasing new software. Nevertheless, you have to deal with the software, no matter how easy it is to use. Findings have to be collected, but also used - in the long term.
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