“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” Jack Welch

As we rapidly approach 2019, it is critical that you make customer experience a top priority. In order to better understand these experiences, you must dive deeper into your customers’ journey.

When you truly begin to understand your customers’ behaviors, you can then develop a more strategic marketing plan. In turn, this will help you not only elevate the customer’s experience but also increase your ROI. To assist your efforts, you need to hone in on productive, insightful analytics tools.

6 Customer Journey Advanced Analytics Tools To Consider for Your MarTech Stack

If you have recently made it your mission to map out the “customer journey” associated with your company, then you need to focus your attention on advanced analysis. Only then can you truly uncover the sophisticated behaviors and interests of your customer base.

Here are some of the top customer journey analytics tools available, all which offer their own unique features.

1. Google Analytics 360

Google has been a leader in relation to analytics, showing us that the more you know about your customers, the better equipped you’ll be to make beneficial decisions. Google Analytics 360 was developed in order to help you “connect the dots.” More specifically, this tool will allow you to link your offline and online information, helping you better understand user behavior.

Regardless of the industry, this analytics tool will provide you with a deeper understanding of your customer journey so that you can provide the best possible customer experience and more importantly, drive results. In fact, Google offers unique machine learning capabilities that will help you discover new insights (i.e. which customers are likely to convert).

The core benefits of Google Analytics 360 include:

  • The ability to see the complete picture, seeing how various channels impact your sites and/or apps. You can also easily connect other systems in order to measure point of sale, CRM, etc.
  • The capability to connect with Google’s advertising and publisher products, such as Display & Video 360, AdSense, AdMob, Google Ads, and Ad Manager. You will also be able to share large amounts of data in an instant while using Google’s configuration APIs. Google Analytics 360 also supports Javascript libraries, mobile app SDKS, and other collection APIs. Read more about these features here.
  • What we love about Google 360: Endlessly customizable, although it can be overwhelming at first. Natural progression from GA.

2. Heap Analytics

Known as the “new standard in tracking customer data,” Heap Analytics automatically captures all interactions. Whether they be mobile, web, or cloud interactions, including events, clicks, emails, and more, you can now effectively and easily analyze your data without having to write any code.

In turn, you will be able to effectively measure the impact of each and every interaction. This is particularly true in regards to customer behavior, as you will be able to analyze and use data to increase conversion rates, better understand your users, and increase your overall revenue.

Overall, the core benefits associated with this tool include:

  • The ability to save time while increasing operational efficiency. Without needing any additional code, you can capture every interaction from your website or mobile app.
  • Access to retroactive data, allowing you to make better decisions. You can also capture on-page data via snapshots, enriching your datasets with ease.
  • The option to enrich data using third-party apps, including but not limited to A/B testing tools, payment processors, marketing automation tools, and CRMs. Cloud apps can also be integrated with just one click, including Stripe, Salesforce, and Shopify.
  • What we love about Heap: It allows for retroactive set-up of events. Mapping of events is extremely easy.

3. Woopra

Trusted by more than 5,000 of the world’s most innovative companies, including WordStream and Hewlett Packard Enterprise, Woopra is known for its analytics, supporting marketing, sales, product, and support teams.

The benefits associated with this tool include:

  • Real-time analysis on an individual basis. You will be able to see how is interacting with your site, who is opening emails, who is making payments, and more. Helping you tie all of your data points together, will help you understand the customer journey and customize funnels accordingly.
  • In addition to retention reports, trend reports, journey reports, you will be able to create dynamic segments of users based on the criteria you choose. Woopra’s visual interface showcases highly robust segmentation capabilities so that you can better understand various customer groups.
  • What we love about Woopra: CDP + Automations with a big library of integrations out of the box.

4. Yandex Metrica

The goal of Yandex Metrica is to help you better analysis both the intent and behavior of your users. Offering some unique and innovative features, you can take advantage of powerful segmentation and tagging capabilities. These features surrounding customer behavior include:

  • Accurate session replay, which helps you understand why a conversion was lost.
  • Click heat maps, which allow you to see exactly what your customers are clicking on so that you can better examine behavior patterns.
  • Form analytics helps you detect the pain points of your customers. In turn, you can see which form isn’t performing as it should within a form-funnel.
  • What we love about Yandex Metrica: Great complement for GA. It allows to zero in on individual user’s activity.

5. Indicative

Developed with product managers, marketers, and analysts in mind, Indicative will allow you to understand your customers are people, not as data. Connecting your data sources, this tool delivers a complete view of your customer. Whether you would like to optimize marketing campaigns or customer acquisition, Indicative provides you with the insights you need. Best of all, the standard version is free.

Benefit from:

  • The ability to segment customers in order to learn about different groups (i.e. how they interact with your product(s)). Then, identify behaviors that result in higher conversion rates before analyzing the impact of your A/B tests.
  • The opportunity to identify and eliminate points of friction across various segments. This will allow you to maximize your campaigns, as you’re able to “slice” your funnel to compare various paths. Learn more about the unique features offered here.
  • What we love about Indicative: A robust platform for advanced segment analysis.

6. Pendo

As they saw over at Pendo, “we make software lovable.” Like the above tools, you will be able to access robust product analytics without coding. There are many features associated with this tool, including funnels and journeys. Surveys and polls, user segmentation, product analytics and more.

This tool can help you:

  • Segment users for targeted messaging, allowing for more personalized engagement.
  • Benefit from a wide range of integrations, including everything from WordPress to BigQuery.
  • What we love about Pendo: Incredibly dynamic tool for the analysis and execution of insights.

Better understand who users engage with your product(s). Whether you want to know which features drive engagement or view historical trends, all of this becomes possible — and much more