Using Surveys to Better Understand the Customer Journey

  • Digital analytics, such as optimizing email campaigns, testing content, and analyzing digital pathways to optimize website use and experience.
  • Customer analytics, including lifetime value and loyalty calculations, response and purchase propensity modeling, and micro segmentation.
  • Marketing analytics, such as demand forecasting, marketing attribution models, market mix modeling, and media budget optimization.
  • Sales analytics, including pricing elasticity modeling, assortment planning, and sales territory design.
  • Consumer analytics, including surveys/questionnaires, customer experience research, and customer satisfaction/advocacy modeling.


“Marrying digital and marketing analytics with consumer research from surveys gives marketers deeper insights and opens up the number of hypotheses a company can test.”

—Suzanne Mumford, Head of Marketing, Google Analytics 360 Suite

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