Question

A retail company needs to create journeys that will target subscribers based on website behavior. They have identified 3 separate groups:

• Customers who searched for an item on their website.
• Customers who abandoned a cart on their website.
• Customers who made a purchase on their website.

What should the consultant ask in order to design the data structure for this solution? Choose 3 answers

A. Should customers exit the journey when the goal is met?
B. How are subscribers identified in your web analytics?
C. How many messages should be included in each journey?
D. How long after the behavior occurs will a subscriber need to enter a journey?
E. Should a single customer exist in multiple journeys at the same time?

Answer 1

A consultant designing a data structure for targeted customer journeys should ask if customers should exit the journey upon reaching the goal, how subscribers are identified in web analytics, and if a customer can be in multiple journeys simultaneously.

Step-by-step explanation:

To design an effective data structure for a retail company's targeted customer journeys based on website behavior, a consultant should consider various factors. Three essential questions to ask include:

• Should customers exit the journey when the goal is met? (A)
• How are subscribers identified in your web analytics? (B)
• Should a single customer exist in multiple journeys at the same time? (E)

These questions help establish the rules for the interaction between the customer and the marketing campaigns. For example, finding out if customers should exit upon achieving the journey's goal impacts how the data model tracks customer status. Understanding how subscribers are identified links the web analytics data to the appropriate customer profiles. Finally, determining if a customer can be in more than one journey at once is crucial for preventing messaging overlap and ensuring a cohesive customer experience.