Introducing HubSpot’s Customer Journey Analytics

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HubSpot is proud to announce its latest addition to the Marketing Hub Enterprise reporting experience: Customer Journey Analytics. With Customer Journey Analytics, you can now visualize the full journey of any lead or customer from end-to-end. And when we say end-to-end, we mean any starting point and end point in their journey. This new way of reporting helps you better understand how leads are engaging with any part of your brand. You can zoom in on what is working and identify where you can forge better relationships with your prospects and customers.

Why we built Customer Journey Analytics

Marketers engage with leads and customers across more channels than ever before. Meanwhile, the average time to close a net-new lead is rising. When marketers were tracking leads across fewer channels, it was a lot easier to answer when your colleague asked “how’s marketing doing?”

But as Bob Dylan once said: the times, they are a-changin’.

With so many ways for leads to engage with your brand and to bypass a channel altogether, marketers need a new type of reporting to calibrate their strategy.

With Customer Journey Analytics, you can hone in on any part of the customer journey to understand what path drives high-quality leads.

Here’s how it works: 

• Generate actionable insights through nuance. Mix and match different assets, filter on specific attributes, and see how contacts skip touchpoints altogether to account for the various and unique journeys contacts take toward your business goal.
• Measure the quality of any touchpoint. When a new touchpoint is added to the customer journey, see how it impacts conversion rates and evaluate where it meets goals – or where it requires optimization.
• Compare with insights from the rest of HubSpot reporting. Our flexible, customizable dashboards let you combine reporting tools and see what matters most to your business - all within HubSpot.

And here are a couple of key features worth diving into:

Branching and event filtering. Dragging different data sets into the journey report will show you a high-level overview of what is happening. However, you can drag multiple unique touchpoints into a single stage to analyze parallel paths and event filtering to hone in on which specific paths you want to analyze. For example, you can not only see which ad networks are comprising the majority of your form submissions, but you can see which has a higher success rate and which take longer to drive conversions – all on one chart.

• Optional steps. A lead walks into a bar – and fills out a form on your website while scrolling through their phone. Using HubSpot automation, you enroll them into an email nurturing campaign that invites them to enroll in a webinar to learn more about your service. If the lead doesn’t enroll through this email, should you send them another email?

The beauty of omnichannel marketing is that your brand can meet leads where they want to meet. With Customer Journey Analytics, you can discover that perhaps most of your enrollees aren’t coming from this email campaign at all – which tells you that this other channel is where you should be diverting more of your time and energy (and that perhaps optimizing your email campaign could yield better results!)

What’s next

Actionable insights are key to developing a long-term, sustainable marketing strategy - especially in a volatile macroeconomic environment. With HubSpot’s advanced marketing reporting tools, your team can gain visibility into what’s driving revenue and what’s not. 

Customer Journey Analytics is available globally to Marketing Hub Enterprise customers. 

Let us know how you’re using customer journey analytics in your business in the comments section below! Have ideas or feature suggestions? Write about it in our Ideas Forum here. 

Have any tricky technical questions or want to better understand what customer journey analytics is? Check out our knowledge base articles or reach out for support here.

And finally, stay tuned for most updates throughout the year as we continue to add more features to this tool to help you analyze and optimize your customers’ journeys!