PROCESS MINING FOR CUSTOMER JOURNEY MAPPING

Presented By : Group 2

BOYA THARUN KUMAR - IIT2021012

CHEERLA RATAN KALPA SAI - IIT2021016
SOMEPALLI CHANAKYA RAMAKANTH - IIT2021245
VINAY NAGUMALLI - IIT2021247
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CUSTOMER JOURNEY MAP
A customer journey map outlines the steps customers take when interacting with a
product or service. It includes identifying customer personas, touchpoints, emotions,
key interactions, channels, goals, barriers, and improvement opportunities. The map
should align with business goals and be continually refined based on customer
feedback.

Touchpoints: Touchpoints refer to any interaction or point of contact between a

customer and a product, service, or brand. These interactions can occur through various
channels, such as a website, social media, email, phone calls, physical stores,
advertisements, or customer service interactions.
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PROCESS MINING
Process mining is a technique that utilizes event data from information
systems to analyze, visualize, and improve business processes. It
provides insights into how processes are actually executed, identifying
inefficiencies, bottlenecks, and compliance issues.

By analyzing event logs, process mining helps organizations optimize

their processes, enhance performance, and ensure regulatory
compliance.
PROCESS MINING FOR CUSTOMER JOURNEY MAPPING
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Process mining for customer journey mapping involves using event data
from various customer touchpoints to analyze and visualize the steps
customers take when interacting with a product or service.

By analyzing these event logs, organizations can gain insights into the actual
paths customers follow, identify pain points, bottlenecks, and areas for
improvement in the customer journey

This data-driven approach helps in understanding customer behavior,

optimizing processes, and enhancing the overall customer experience.
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ADVANTAGES
Enhance customer journey mapping by extracting customer data

Boost marketing strategies by pulling out real time customer insights

Improve website by identifying most influential pages

Prevent customer loss by analyzing multiple channels

 Google 5

Google Analytics empowers businesses to comprehend the intricate pathways traversed by customers
through their digital touchpoints. The core functionalities of GA4 encompass:

Comprehensive Data Collection: GA4 amalgamates both website and app data to furnish a holistic
understanding of the customer journey.
Event-driven Approach: Departing from the conventional session-based model, GA4 adopts an
event-centric methodology, enabling granular insights into user interactions.
Privacy-centric Design: Upholding privacy standards, GA4 incorporates measures such as
cookieless measurement and robust behavioral modeling, ensuring compliance with data
protection regulations.
Predictive Capabilities: Leveraging predictive analytics, GA4 furnishes actionable guidance sans
intricate modeling, facilitating informed decision-making.
Seamless Integrations: Direct integrations with diverse media platforms empower businesses to
orchestrate targeted actions across their websites and applications.
 Exploration and Analysis in Google Analytics 4 6
Path Exploration with GA4:
GA4's Path Exploration feature provides users with a sophisticated means to
analyze user journeys through a tree graph interface. Its functionalities include:

Discovery of Top Pages: Identification of the most visited pages by new

users after landing on the home page.
Action Analysis: Examination of user actions following app exceptions.
Looping Behavior Detection: Uncovering looping behaviors that may
indicate challenges in user retention.
Event Impact Understanding: Insight into the impact of events on
subsequent user actions.

In summary, GA4 Path Exploration empowers users to conduct in-depth

analyses of user journeys, facilitating effective optimization of user experiences.
 Funnel Exploration in GA4 7

Funnel Exploration in Google Analytics is instrumental in visualizing and

analyzing the steps users take to accomplish specific tasks or goals on a website.
Its functionalities include:
Drop-off Identification: Pinpointing where users are abandoning the
conversion process, enabling journey optimization.
Visualization Options: Offering standard (stepped) funnel or trended (line
chart) funnel visualizations.
Step Focus: Allowing users to view all steps simultaneously or focus on
specific steps by interaction.
Open vs. Closed Funnels: Determining how users enter the funnel, whether
freely at any step (open funnel) or mandated to start at the first step (closed
funnel).
 Segment Builder in GA4 8

GA4 offers powerful tools like Path and Funnel Exploration alongside the Segment
Builder tool, which allows users to create subsets of data for detailed analysis.
Segments can target specific user groups based on various criteria like geographic
location, product engagement, or event interactions.

Data analytics techniques like process mining offer valuable insights into
customer behaviors and interaction patterns. This involves stages such as raw
data analysis, event log generation, process discovery, and journey validation.
Each step contributes to enhancing businesses' customer experience strategies
through data-driven optimization.
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Overall Process of GA4
Raw GA4 Data Analysis in BigQuery: The process begins with the analysis of raw data
obtained from Google Analytics 4 (GA4) using BigQuery. This step involves extracting
relevant data points related to customer interactions and transactions.

Conversion of Raw Data into Event Log: Subsequently, the raw data is transformed into an
event log format, which captures chronological sequences of customer actions

Application of Process Mining for Process Discovery: Process mining techniques are then
applied to the event log data to uncover commonalities and variations in customer journeys.
Through process discovery, businesses gain insights into the actual paths followed by
customers, identifying bottlenecks and inefficiencies.

Optimization of Discovered Processes: Upon identifying areas of improvement, the

discovered processes are analyzed to mitigate chaos and streamline customer journeys.
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Customer Segmentation: To personalize interactions and tailor experiences, customers are
segmented based on various attributes such as demographics, behavior, and preferences

Mapping of Ideal Customer Journeys: Using insights from the optimized processes and customer
segmentation, businesses map out the ideal customer journey. This journey represents the desired
path that leads to optimal outcomes and customer satisfaction.

Validation of New Customer Journeys: Finally, the newly mapped customer journeys are validated
through real-world data analysis and performance metrics. This validation process ensures that the
optimized journeys indeed yield positive results and align with the business objectives.
City bank
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Spotify 12
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