USER JOURNEY & CHANNEL MIX
PIN’s Data Services team reveals user behavior through Prometheus Intelligence Technology.
HOW CUSTOMERS ARE MADE
Using data collected from PIN’s proprietary Prometheus Intelligence Technology, the team is able to track every single click, action, device type, etc. that users take on clients’ websites. Both the User Journey and Channel Mix products visualize and analyze these actions, and allow PIN to synthesize the information provided into actionable insights. This informs our marketing/advertising efforts and ultimately allow the team to shorten the length of the journey from when a user first learns about a brand to when they become a customer.
PIN does this by segmenting users into meaningful groups (e.g. new vs. returning customers, what stage of the purchase funnel they are in, etc.) and understanding the path a converted user takes through that website. The goal here is reducing friction in the purchase pathway, by answering questions users have before they even know they have them, doing objection-handling up front.
HOW IT WORKS
BETTER INSIGHTS
User Journey and Channel Mix reports allow PIN to understand what area of a clients’ website is crucial to creating conversions.
BETTER JOURNEY
Shorten the length of the journey from when a user first learns about your brand to when they become a customer.
BETTER RESULTS
Reduce wasted spends as channels and user journeys evolve to show the path of least resistance in the marketing cycle.
PIN’s Channel Mix product primarily focuses on the marketing channel that is bringing users to the website. PIN is able to see what channels are driving touches and reengagement in the journey, and where exactly those channels are impacting the journeys. Additionally, the Channel Mix allows us to understand what brought users to the website. PIN understands the marketing channels, particularly the frequency a user engaged on a given channel, and the positioning of that channel in the overall journey.
The Channel Mix product results in more efficient spend as PIN surfaces what marketing channels play a key role in engaging users in their respective journeys and bring them back to the funnel. This reduces wasted spend as PIN understands what channels have a higher ROI holistically.
PIN’s User Journey product focuses on the path that users take throughout a client’s website. PIN is able to analyze the main areas on the sites that are visited along with the order that they are hit. This is done for multiple segments of the client’s users. This is where true insights surface, for example, seeing the difference between users that purchased vs. users that did not purchase.
