Interesting read! The market for Customer Journey Analytics (CJA) is still fragmented, however with the constant evolution of the customer journey, it's hard to see how/when this gap would be completely closed... Gone are the days where you stick your finger in the air to see which direction your customers are blowing in from, we are in an age where the necessity to truly understand the customer route is more important than ever!
Even then, when we "gather" this data, what do we do with it? Absolutely taking one channel at a time, understanding it and growing from there is a sensible way to start building CJA without losing sight of understanding this data, how our customers operate within each given channel.
It will be interested to read more in the months to come!
The market report defines customer journey analytics (CJA) as the process of tracking and analyzing the way customers use combinations of channels to interact with an organization and covers all channels present and future which interface directly with customers. Among the channels Daigler cited are: Human interaction channels, like call centers Fully automated channels, like websites or mobile device Live customer assistance, like live chat or co-browsing Channels operated by third parties, like independent retail stores Channels with limited two-way interaction display advertising