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Best Customer Journey Datasets, Databases & APIs

Customer journey data maps how a customer interacts with your business and brand from the moment of engagement to, if the journey goes as planned, a successful sale!

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The Ultimate Guide to Customer Journey Data 2022

Learn about customer journey data analytics, sources, and collection.

What is Customer Journey Data?

Customer journey data maps how a customer interacts with your business and brand from the moment of engagement to, if the journey goes as planned, a successful sale! It’s used to understand how your various marketing campaigns, channels and assets contribute to driving the customer into making a purchase. This way, you can attribute each step of progress in their journey to a source. With this intelligence, you’re able to replicate strong campaigns to ensure more customer journeys are successful and identify pain points in other customer journeys.

What are the attributes of Customer Journey Data?

The basic attributes of customer journey data relate to the profile of the customer themselves. For example, their contact information, location, and demography. As well as this, a customer journey dataset will explain the various digital and physical touch points your customer encountered across their journey. Perhaps it’s an OOH advert, like a billboard, or alternatively a digital ad, like a pop-up notification on a social media website.

Across all of these, you’ll find a timestamp attribute so can map the journey chronologically. This applies all the way until the end of the sales journey: the point of sale. Attributes here include payment method, transaction value, and receipts.

However, the attributes of customer journey data extend beyond the point of sale. That’s because the journey doesn’t necessarily end when the customer parts with their cash. In fact, you shouldn’t want it to! Part of creating loyal customers is encouraging users to repeat the journey over and over.

What are the use cases of Customer Journey Data?

Customer journey analytics
A customer journey dataset ables you to dive deeper into how your customers interact with your business over a period of time, rather than just at the point of sale. As customer journey databases increase in granularity and volume, the higher quality analytics you can perform. This way, businesses are able to develop a more holistic and detailed understanding of their target market which gives them the edge over competitors.

Behavior-based targeting
How a user behaves with your brand is the best way of predicting their next action, or step in the user journey. Customer journey data gives you an overview of how individuals interact with various touchpoints. Based on user behavior, you can design sales funnels and user journeys which a) engage the user, b) result in a sale and c) support customer loyalty.

Ad and MarTech companies run several campaigns simultaneously, sometimes designed to attract the same user. They also deploy omni-channel outreach to send ads and marketing material via different media. When a customer makes a purchase, marketers need to know which one of these campaigns and channels drove the sale. In other words, to which marketing device or advert should the success be attributed? Customer journey data fills in these gaps of knowledge. It calculates where in the customer journey the purchase decision was made. Knowing this, Ad and MarTech firms can reproduce successful campaigns and increase ROI.

What are the sources of Customer Journey Data?

The sources of customer journey data depend on whether we’re referring to an online or offline journey. One journey is digital, the other refers to how the customer moves in the physical world. Likewise, the method for collecting the customer journey data varies between these two kind of customer journey.

Online customer journey data

  • Clickstream reports
  • Cookies
  • Social media ad engagement
  • UTM parameters on adverts and campaigns
  • Call center reports
  • Payment capture forms

Offline customer journey data

  • Mobile location data
  • Consumer mobility
  • Store visit attribution
  • Foot traffic counters

    How can I get Customer Journey Data?

    You can get Customer Journey Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Customer Journey Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Customer Journey Data APIs, feeds and streams to download the most up-to-date intelligence.

What are similar data types to Customer Journey Data?

Customer Journey Data is similar to B2C Contact Data and Customer Loyalty Data. These data categories are commonly used for Audience Insights and Behavior-based Audiences.

What are the most common use cases for Customer Journey Data?

The top use cases for Customer Journey Data are Audience Insights and Behavior-based Audiences.