Successful retail marketing with customer journey analytics

My portrait picture

My name is Quintus, expert in the application of data driven omni-channel customer journeys within large Dutch business-to-consumer corporations.

On this page you'll read more about my upcoming book.


My new book Successful retail marketing with customer journey analytics will teach you how to improve the effectiveness of your marketing and product efforts for guaranteed more repeated sales and happier customers.

Based on a simple yet successful data driven method infused with expert opinion and expertise, you will be able to rise above your competition in a consistent, predictable and durable manner.

Designed especially for retail and small business markets, the insights you'll get from this book will guide you to the better omni channel usage of your marketing budget as well as navigate to the development of products, that your intended target audience will happily buy (and keep buying).

So let's get started with the FREE first chapter called 'Introduction'.


Who should read this book?

Hi there,

Are you one of those people that think:

Then I bet this book Successful retail marketing with customer journey analytics is for you.

You know, I've been curious about how things work and how to make those things work for me for all my life. Particularly I am interested in things that I want, but don't yet fully understand or comprehend. In essence, I'm trying to make sense out of my life and learning the tools and tricks to get the things I want in life. And I happen to be in the business of data driven marketing: helping people like me - consumers - make better buying decisions.

But as you know, the most fulfilling parts from life come from working together with other people and having other people assist you in what you want in life. So even when you can make sense out of 'things', you still have to make sense out of 'people' AND have them align with your goals and objectives.

For businesses - who build financial relationships with customers - that means acquiring and keeping customers. Why? Because customers buying your company's products and services repeatedly give your business the right to exist. So, while the purpose in your life may not be (only) financial, for commercial businesses they always are.

In your personal life, you face challenges that are often already been solved by other people. How to cook a meal? How to dress yourself? How to find a friend? How to raise a child? Nothing really special so far. And also the people you associate with you can control very well, so you're surrounded by like-minded and familiar persons.

For a business, and especially new businesses, the challenges faced are often much more unclear to solve. How on earth are you going to have your customer pay for your product or service, and let him or her feel good about it? Sure, you may have an idea, but don't mistake your prospects to be 'just like you'. In retail or small business marketing you will be dealing with lots and lots of people who come in various forms and shapes. Even people you will never understand. :-)

I've noticed that people in many companies have 'forgotten' that their job is to serve the prospect so he/she will become a customer, and keep servicing that customer to his/her satisfaction so he/she will stay a customer with repeat purchases. Yes, even when you work at the 'back office' department and don't have to deal with customers directly, your salary (or fee for that matter) is paid in the end by the customer.

The approach of the Customer Journey as a central part of your retail and small business marketing campaigns - and even for your whole business for that matter - really puts the (prospective) customer central in your organization. You will be able to serve customers better and make sales improve together with your colleagues and/or business partners, when you adopt the Customer Journey as a central strategy of your business.

A personal customer journey story

How I came to 'discover' the Customer Journey approach? Well… this is a remarkable story so to say. For this we go back years and years in time, when I was young and looking for some love… You know, when you're at that age that you want to 'get some of that', but have no clue about how to catch that fancy fish from what is called the opposite sex.

Truly. Women. I had no clue. None. Didn't understand them at all. Creatures of magically unpredictable behavior. Except they always seem to fell for that 'jerk guy'.

But, being a man on the lookout for some love, driven by that inner need to find a compassionate partner, one starts to go where no-one has gone before: exploring unknown territories that could cause fatal attraction. Or, to put it more in entrepreneurial terms: I was in the business of wooing female customers for that wonderful product called 'me', not asking for money but for their life time to share with me :-)

Well, it happened to be that this 'Customer Journey' of having the right woman somehow end up at my (or her) place late at night had some standard ingredients. Without those ingredients, there would be no enjoyable evenings, no late night kissing, and no second dates. At the beginning of my quest, the ingredients for a successful marketing campaign were unclear to me. So I run some experiments, see what happens, and then adopt the winning approach.

Four slaps in the face, two 'go-or-I'll-kick-you-in-the-balls', three hundred fake phone numbers and one threesome later, I started to get the clear insight of how to go about all this dating women game. I started to get lucky. And after a few times, I even found one special lady that is now in what can be called the repeated purchase business.

Anyway, wooing the right woman to get into a relationship with you, has more similarities than differences when compared to attracting and keep customers for your retail or small business company. You need a great product, a good understanding of your target market, a working plan of marketing action, and some slicky sales skills.

Application to the retail business marketing world

Customer Journeys are a way of making sense out of all kinds of (possible) interactions your company can and will have with prospects and customers. Furthermore, Customer Journeys in combination with the informed experimental design approach will give you the feedback to continual improvement on the marketing and sales KPI's of your company. And Customer Journeys help different departments within your company align better with each other to serve the customer better, leading to more sales and referrals.

Can any company make use of the Customer Journey way of marketing? Well, probably yes. But to really enjoy the advantages of the approach, there are some conditions that need to be met at the very least. The basic prerequisites for your business being eligible for the Customer Journey marketing approach are:

Although whole Customer Journey experience marketing departments may be found in large corporations, who have a very large retail and/or small business customer base (as in thousands up to millions of customers), the approach I'll cover can be applied to small and medium size enterprises (SME's) too with less total customers and smaller teams. We'll discover that this primarily means that the customer interactions swift more and more to a personal 1-on-1 live contact channel.

So what kind of companies then do use Customer Journeys in their marketing efforts? Well, here in The Netherlands, which is my professional working area, I've seen companies from these branches make use of (or want to make use of) Customer Journeys:

Notice that these are all firms and institutions that need to 'convince' retail consumers and small business owners to start and keep buying their product and/or service. And, as closing new large key accounts for consultancy firms involves people too, many aspects of Customer Journeys can be applied to that sector too, be it on a smaller scale.

Examples of business where I've helped with or have started up Customer Journey projects are:

And through a national non-profit advocating Customer Relationship Management (CRM) I'm sharing and exchanging the insights gained about Customer Journeys with other Dutch marketing professionals.

Although I find that most of these companies transition to a more online focused channel usage, it is not required to have digital marketing channels available for your company. I would recommend to also include the offline channels to your Customer Journey marketing approach, thereby creating an omnichannel brand experience for your customers. A recent development we see is that companies that started out as 'digital-only', now are opening up 'brick-and-mortar' stores as an additional channel to reach and interact with their customers.

As an exercise, look up some companies on the internet and search for personal names of their marketing department team members. You'll probably find some professionals who mention Customer Journey or Customer Experience in their public profile on public resume sites like LinkedIn.

The setup of this book

In this book, I'll be handling the main topic of data driven Customer Journeys within the application of retail and small business marketing. And I'll be sharing with you insights and ideas from sidetracks related to Customer Journeys, so you'll get a broader view and understanding of the successful use of Customer Journeys within the context of your organization. Finally, I'll train you on the data driven key points to pay attention to, so you'll guaranteed become a top-3 company in your market niche.

Some chapters will be more overall and general, while other chapters may go more in depth. Don't be intimidated if a certain section is too far away from your daily work environment. If some basic math is not your thing, skip it. Or if you love to dive further in neuromarketing, go explore in depth topics not covered in this book yourself online.

  1. Part I: The Idea

    In Part I: The Idea you'll get to learn about the concept of Customer Journeys. You'll read some theories, discover about the 'main goal' and learn about basic terminology. I bet this will be of great help to you, so you understand why I've chosen for a particular approach.

  2. Part II: The Execution

    In Part II: The Execution I'll provide you with a more practical, business fitted solution on using the power of Customer Journeys to start improving repeated sales and customers relationships in practice.

  3. Part III: The Mastery

    In Part III: The Mastery I'll finish with the advanced topics to take Customer Journey to the standard way of working within your company, such that your team will be able to train others too in the mindset and the practice.

This book can be read by entrepreneurs, or by managers as well as by specialists. You'll be guided enough to translate the lessons to practical implementations within your company. Whether that be pivoting your marketing department, hiring new people, or building a new marketing automation platform.

Did you like the Introduction chapter so far?

Yes, then you'll probably be curious about the rest of the book. :-)

To get a better idea about what you'll learn in my book Successful retail marketing with customer journey analytics, I now share with you the Book Index (Table of Contents).

Book Index

  1. Introduction

    • Who should read this book
    • Who am I, where do I come from, and why you should read this
    • What you will learn and how to best learn and apply it
    • Chapter introduction
  2. Part I: The Idea

    1. Customer Centric

      • What they say vs what they do
      • Collecting buying signals
      • Attitude of your team: helping customers
      • Phases
    2. Lean Startup

      • Start small
      • Test early
      • Evaluate continuously
      • Iterate rapidly
      • Stacking & reusing (build upon earlier success)
      • Systemize / automate (systems thinking)
    3. Marketing Mix

      • Offline and online
      • Digital Era
      • Omnichannel
      • Brand and brand identity
    4. Life Cycles & Consumer Journeys

      • Customers
      • Journeys
      • Experiences (emotions)
      • Initiating events
      • Demographics
      • Profiling
      • Funnels vs timelines
    5. Probability & Statistics

      • Probability
      • Linear regression
      • Correlations
      • Significance
  3. Part II: The Execution

    1. (Big) Data Model & Programs

      • events (facts)
      • listeners (scripts)
      • customer database (clients)
      • master data management
      • data transfer methods
      • api's and real time communication
    2. Analysis

      • start with a business problem (don't analyze for just analyzing)
      • flow and path analysis (within the customer journey)
      • chaid
      • decision tree
      • like for like
      • breakdown
      • rates / differentials
      • counting and comparing
    3. Modeling & Forecasting

      • propensity to buy
      • incremental response
      • next best action
      • customer journey flow
      • capacity planning
    4. Campaigns (Database Marketing)

      • from big bursts to always on
      • the campaign
      • the business case
      • the offer (products)
      • the message/communication
      • the channels
      • the response devices
      • initiating a dialogue instead of a one-shot
      • when to send (trigger based marketing)
      • viral marketing, nps, like & share ability
    5. Selecting & Targeting

      • who to select
      • who to target
      • how to retarget
      • timing
    6. Channels & Communication

      • post mail
      • email
      • support ticket systems / internal communication channels
      • social media
      • tv
      • print
      • events
    7. Response eliciting

      • gamification
      • rewards and punish (propulsity systems)
      • limited offer
      • seducing
      • bonding
      • the bigger treat
      • high status value (scarcity, exclusivity)
    8. Conversion, Attribution & Metrics

      • kpi's
      • conversion measurement
      • creating traction / flow
      • checkpoint/waypoints
      • attribution modeling
      • end2end tracking
      • identification
      • measuring involvement: frequency, intensity, business worth
      • last click count sucks, alternative attribution models (lineair, gradient)
    9. Lead Generation

      • prospecting
      • lead lists
      • follow up
      • management
    10. Keeping customers

      • buy reasons
      • product development: watch for customer signals
      • service excellence
      • churn reasons
      • competitors: good marketing campaign, lost to competitor ? check product offer & brand identity
  4. Part III: The Mastery

    1. Systemize / Automate

      • business rules
      • band and boundaries
      • departments
    2. Monitoring (BI)

      • data quality
      • data quantity
      • risks & opportunities signalation
      • remaining opportunity costs (marginal costs vs expenses)
      • accessibility for managers: summary, red flags, green traffic lights
      • what to start? What to stop? What to keep?
    3. Education

      • how to have your team understand dicewise
      • how every team member contributes
      • presenting + teaching others
      • asking the right questions, stimulating self direction, take responsibility
      • fun games to try out with your team
      • address failures, hackathon problems, reward and celebrate success
      • suggested reading
  5. Questions?

    • how to contact me (via dicewise.com)
    • visit the expert forum
    • acknowlegdements
    • thanks for your time and interest!

That's it for now.

If you want to receive a non-obligatory update on when my book comes out in stores, connect with me on LinkedIn.

You'll be one of the first to hear about the official book release.

Feel good. Be the best. Enjoy success!

Your friend and business partner from The Netherlands,


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Disclaimer: Remember, you are and always will be responsible for your own successes and mistakes.