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Journey analytics is a term for a specific kind of business analytics linked to a customer “journey” or sequential customer experience. In journey analytics, human analysts look at compiled information from analytics software that shows how a customer interacts with a business over time.
The coining of “journey analytics” is generally attributed to analysts from research firm Forrester, Tina Moffett and Joana van den Brink-Quintanilha, who are said to have come up with the idea in late 2014 or 2015. As a relatively new term, journey analytics describes the particular goal of assembling key data pieces from different parts of a customer journey, and presenting them in ways that reveal actionable business intelligence.
Now, companies like Gartner are coming on board with the idea of journey analytics. Experts are describing it as a cross-discipline analytics, something that presents a bigger picture of a customer experience and its context. Its creators write that journey analytics “helps companies combine quantitative and qualitative data to optimize customer interactions and predict future behaviors” – others point out that UX and customer experience represent a new frontier of business competition as new technologies and models emerge.