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The reason why we focus on customer journeys is to try to understand what works. We attribute specific actions to specific results. For example, a promotional email may result in a 10% uplift in sales. This type of activity can be tracked and correctly attributed from start to finish. But this is a simplistic approach.

Table 2.6

As we have seen in this chapter, consumers take different journeys when making a purchase. They visit a website, then the social media, then they make a cup of coffee and forget about the product. Three days later they think about the product again and the customer journey continues. With the help of cookies (see Key Term above) it is possible to understand what generated the final action. Therefore you can credit which parts of the digital toolbox had an impact and correctly measure the marketing attribution. This makes it easier when allocating budgets to different aspects of the toolbox.

One of the greatest challenges in the digital user journey is when the organisation does not know how the customer arrived at the site – this is known as dark social and is creating a headache for many analytical marketers (Cohn, 2013), so much so that companies are having to find ways to address the issue (see Case Example 2.2).