Clip 3 - Touchpoints vs. Journeys - Approaches to visualise the customer journey
4 important questions on Clip 3 - Touchpoints vs. Journeys - Approaches to visualise the customer journey
This graph gives the R2 values, which show how much of the conversion can be explained by using one approach. We can see that the Touchpoint Approach is less explanatory than the Customer Journey Approach. Why is this so?
- How these touchpoints are shaping the journey together;
- How intensive these touchpoints are used;
- What the position is of each touchpoint along the shopping process.
What are costs in this model?
For a customer it is very important to choose the right touchpoints. If a touchpoint is positive, 2 possible effects can occur, which are these?
- Spillover effect - from 1 channel to the other;
- Carrover effect - within the same channel.
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What is the cost for customer initiated channels and what for firm initiated channels?
Firm initiated channel = costs of running a campaign.
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