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Customer journey analysis : Financial services example

Author's avatar By Dave Chaffey 05 Jan, 2017
Essential Essential topic

Chart of the Day: A conversion funnel example from the loans sector

A different format of chart for today, showing analysis and modelling for digital marketing rather than statistics on adoption or benchmarks.

The recommended Smart Insights approach for creating achievable marketing plans is centred on creating realistic forecasts of leads, sales and revenue in the year ahead based on conversion-funnel model spreadsheets with the contribution of different channels shown in this digital marketing planning spreadsheet.

This example shows how in some types of business, like the financial services sector, it's important to take into account multichannel behaviour as the decision will be influenced by different channels such as web-phone-branch and the customer journey will involve switching between them.

Customer Journey analysis example

This is a useful visualisation that adds more detail to a ROPO analysis by breaking out different channels in each vertical bar and then colour coding each channel from blue - phone,  green - web and orange - branch enquiries. Online channels, particularly search, are most important at the start of the journey, but with the web handing-off to branch and phone at the information gathering stage.

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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Digital Marketing for financial services

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