07 E-Commerce Analytics

Question 1

What is a touchpoint?

Answer 1

• the event where a customer gets in touch with a product, a service or customer
• e.g. seeing an ad, talking to friend about this ad, …

Question 2

What is a cutomer journey?

Answer 2

• cover all touchpoints of a customer during sale
• do not cover online touchpoints, however, those can easily be tracked

Question 3

What are the phases of customer journeys?

1.
2.
3.
4.
5.

Answer 3

• awareness
• cosnideration
• purchase
• retention
• advocacy

Sale is to be seen in a broad sense: from getting aware until after sale activities!