Monday, September 25, 2017

Surfacing Customer Journey Map Analytics Using Power BI


At Rightpoint, our Digital Strategy team often uses a technique called Customer Journey Mapping to help design and develop customer experiences. A customer journey map is a diagram that illustrates the steps your customer(s) go through in engaging with your company—whether it be a product, an online experience, retail experience, or a service, or any combination.

Microsoft Visio is a tool we commonly use for diagramming customer journeys. As a Power BI and analytics professional, I was excited to learn that Microsoft recently released a preview of the new Visio Power BI custom visual. I thought this would be an excellent way to combine the capability of Power BI for analytics with customer journey mapping.

I decided to try it out using a relatively simple customer journey related to loyalty program registration, and created a step-by-step guide to combining analytics with customer journeys using the Visio Power BI custom visual.

Step 1 – Create your Customer Journey Map in Visio

I created the sample journey below. Please be mindful that the titles of your steps in the journey will be used as identifiers to relate to your analytics.

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Step 2 – Download/import the Power BI Visio custom visual

You can find it in the Store, which is accessible from the Power BI ribbon.

Step 3 – Identify the appropriate metrics and key performance measures that you plan to map to your journey

Applicable metrics and KPIs will depend on your journey. Here are some common examples to help you get started

  • Website unique page views
  • Conversions
  • Opportunities generated
  • Customer service inquiries
  • In store visits
  • Average order value
  • Shopping cart abandonments
  • Direct mail responses
  • Loyalty program sign up
  • Email capture
  • Mobile app downloads
  • New customer registrations
  • Bounce rate
  • Event registrations

Step 4 – Identify data sources for the metrics and KPIs

A typical customer journey will likely require data to be acquired from multiple sources including the following:

  • Website analytics tools like Google Analytics
  • Customer relationship management tools such as Salesforce or Dynamics CRM
  • Ecommerce solutions like Episerver or Sitecore
  • Marketing automation solutions including Pardot, Marketo and others
  • Enterprise resource planning solutions such as those from SAP, Oracle and Microsoft

Thankfully, Power BI has an ever-growing list of available data source connectors that you can leverage to populate the data to support your customer journey.

Step 5 – Use the query editor functions in Power BI to combine data so that it maps to the customer journey

Most likely you will need to leverage the “Append” and “Merge Query” functions within the Query Editor to integrate the data into one table that maps to your Visio diagram. Once you complete the query steps, load your data to the model. You can see that the combined dataset below uses the ID column to map to the titles of the steps in the Visio diagram above.

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Step 6 – Save your Visio customer journey map to SharePoint Online or OneDrive for Business

You will need to generate a URL for your Visio diagram as the custom visual currently only supports online sources. Once you have uploaded the Visio diagram, copy the URL, add the Visio custom visual to your report and paste the URL.

Step 7 – Add the ID column that maps to your Visio diagram and values

You can have multiple values, such as budget vs. actual or percentages. You can also relate the data table to other dimensions, like a date table to allow filtering the data by year, month, etc.

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The sample Power BI report is shown below. It is also possible to add What-If parameters to allow your users to determine the impact of changes in input values on the resulting customer journey.

Hopefully this blog post has provided an understanding on how Power BI can enable you to combine journey mapping and supporting analytics.

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Neal Levin is the Vice President of Business Intelligence & Analytics at Rightpoint. Follow Neal on Twitter and LinkedIn.