Inbound Marketing is a technique that was conceived to attract visitors to a site, converting its traffic into leads, turning those leads into customers, and engaging its customers throughout their relationship. In order to ease this process there is a rather used approach which facilitates the goals’ development. The magic recipe is just a single word, five letters, translated into five characteristics for well-developed goals: SMART (Specific, Measurable, Attainable, Relevant and Timely).
There are a number of us that can use analytics to map out present journeys to look for operational opportunities. While these are necessary, they are not sufficient. The best Customer Journey Mapping Tools combine actual use data (clickstreams, logs, audit trails etc.) to mine customer journeys plus emotional data (surveys, discussions and focus groups) to create a holistic journey map.
