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Customer Journey Mapping

The Challenge

One of the leading financial services group with multiple brands and assets worth over $100 billion came to e-CENS with the following objectives:

  • Track and unify a 360 view of the client’s buyer journey, from brand awareness marketing to lead capture to client acquisition and conversion to up-selling through re-targeting and post-sales engagement
  • Establish a data-driven approach for improving usability Analysis, audience segmentation and targeting, marketing budget optimization, and Conversion Rate Optimization (CRO) across their web and mobile app platforms

The Solution

e-CENS developed a comprehensive data collection solution by implementing Google Analytics (360) Enhanced eCommerce on a Lead-based website.

  • Marketing Channels (Facebook, DV360, Search Ads, LinkedIn)
  • Google Analytics and CRM in BigQuery
  • Producing executive and operational dashboards in Google Data Studio

e-CENS developed user segments and conducted analysis to reveal user engagement trends related to Macro and Micro Conversions across both devices (Desktop & Mobile).

The Value

The results of e-CENS work enabled the client to join multiple sets of data to reveal a complete and full picture of the user journey – starting at the top of the marketing funnel all the way to post-sales engagement.

The client is now able to calculate their true Cost per Acquisition, Cost per Lead, Cost per LOB/ Product Category/ Individual Product.

Bashar Hafez

Bashar Hafez

Bashar is a seasoned global technology executive with nearly 20 years of experience leading software, product development, and analytics organizations at Fortune 500 companies, regional and global brands.

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