Customer Journey Mapping as a New Way to Teach Data-Driven Marketing as a Service

Abstract

As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the development of a course on data-driven marketing makes use of service design methods. The experiential learning innovation is based on the optimization of customer journey mapping, which encompasses theoretical marketing concepts, modern database architecture and practical digital marketing knowledge. As a visualization of individual interactions with a product, service, or brand, customer journey mapping helps explain the way an interaction occurs in one moment and how it influences all other moments. By taking the “data as a service” perspective on the customer journey, students benefit from a more innovative and creative approach to data-driven marketing, which helps improve their attention and motivation.

Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

“…Mapping seeks to describe how consumers generally, and as salient segments (sometimes referred to as personas in the context of consumer journey mapping), typically navigate this process and why (Lemon and Verhoef 2016). Marketers can gain insight into these questions through methods that could include personal shopping diaries (Wolny and Charoensuksai 2014), personal interviews (Micheaux and Bosio 2019), customer surveys (De Keyser et al 2015), combining third party socioeconomic and demographic data with customer purchase histories (Faulds et al 2018), analyzing Google search data (Rennie et al 2020), leveraging website analytics (Google Marketing Platform 2018), and creating blueprints of internal workflows (Birtel et al 2016). Whatever the method, the goal is the same: to create a map connecting relevant marketing channels and consumer experiences to each stage of the consumer decision journey.…”

Keeping the Marketing Curriculum Current in an Era of Digital Disruption

“…This article highlights some of the ethical dilemmas created by digital disruption and centers on curriculum design issues that can help educate marketing students with regard to these challenging concerns. In their article, Micheaux and Bosio (2019) also focus on students and data. Using customer journey mapping, the authors offer an innovative and creative way to engage students in a database marketing course.…”

Having a Smarter City through Digital Urban Interfaces: An Evaluation Method

“…In addition, it is possible to observe that it has an impact to a lesser extent on the touchpoint Get ticket and Leave. To complement this analysis of the relationships, researchers developed customer experience maps [52] to display the emotional journey for each of the interfaces observed. Researchers used the same touchpoints that had been defined for each interface.…”

“…Once notes are logged, the tool then allows users to analyze their notes to detect patterns and reoccurring themes (https://www.optimalworkshop.com/reframer) [51]. In addition, a customer experience map [52], as shown in Figure 2, was used in order to map the emotional journey of the user experience in each touchpoint or moment that a person has contact with an interface. This visual map helps to better understand where the experience was better or worse and to understand which guidelines were followed and which were not.…”