Customer Journey Analysis describes the path of the customer from the first point of contact with the product through the completion of a transaction. Knowing which paths customers typically follow online helps the company to concentrate their advertising efforts in the channels most likely to be used by the target group. Advertisers who are familiar with most of their users’ path have a great advantage: namely, they can tailor their efforts to their customer portfolio and know which combinations are most likely to succeed. This knowledge enables them to efficiently manage their budgets and make decisions to invest in advertising channels based exclusively on their likelihood of succeeding. The success is reflected in higher sales as well as lower marketing ratios and costs-per-order. …more