What is the typical journey? What is the true contribution of different channels, campaigns and keywords?
Using Alteryx to connect to raw Google Analytics data – instead of using the standard Google Analytics API to connect to aggregated GA data – allowed us to perform more detailed analytics across the eCommerce customer journey.
This analysis provides benefits such as:
The ability to profile and segment customers based on their behaviour – leading to a greater understanding of typical customer journeys (e.g. typical customer journey length, number of different sessions, session timings, order of channels used etc.)
Visibility of every touchpoint across a customer’s eCommerce journey, providing a more complete measure of the true contribution of different channels, campaigns, keywords etc.
This is in contrast to many standard eCommerce dashboards which often only credit the last touchpoint in the customer journey (last touch attribution)
Whilst this analysis assigns equal-weighted attribution to each touch, it also opens the possibility to apply more customised Multi-Touch Attribution models.