19 questions to ask customer journey analytics vendors during the demo

More marketers are evaluating these tools to help to navigate and better understand increasingly complex customer journeys.

Given that customers’ journeys to purchase and beyond are growing increasingly complex due to a seemingly ever-increasing number of devices, channels and options, businesses are seeking customer journey analytics platforms to help them get a handle on what customers are experiencing.

Given all of that promise, marketers are certainly evaluating these technologies and one crucial part of that process is the demo. It’s important to set up demos within a relatively short time frame of each other to help make relevant

Make sure that all potential internal users are on the demo call, and pay attention to the following:

  • How easy is the platform to use?
  • Does the vendor seem to un that derstand our business and our marketing needs?
  • Are they showing us our “must-have” features?

Here are 19 questions you can use during the demo to thoroughly evaluate whether what you are seeing is right for your organization:

Data gathering:

  • Does the tool integrate with the systems you currently use to store customer data?
  • What type of machine learning and/or artificial intelligence does the tool use?
  • Can we segment and view customers by multiple criteria?
  • Can the tool identify anonymous interactions and match them to the correct profile?
  • Does the tool allow us to reconcile data from all of the channels in which we interact with customers?
  • Are you GDPR and CCPA compliant?


  • Do you provide real-time analytics?
  • What do the reports look like and how can they be customized?
  • Does the tool use artificial intelligence and machine learning? How?
  • Is sentiment analysis of relevant customer interactions available?
  • What types of insights are surfaced through analysis and what recommendations does the tool make proactively?


  • Does the tool natively orchestrate interactions or integrate with the systems we use (i.e. display ad management, content management systems)?
  • How is data exchanged? Are real-time or near real-time personalized or segmented campaigns feasible?

Training and customer support:

  • How much training will we need to use the software, and what kind of training is available?
  • What level of customer support do you offer, and when is it available (i.e., 24/7 vs. 8/5)?
  • What is the turnaround time for support queries/tickets?
  • Do you provide professional services or support for our transition?
  • What new features are you considering?
  • What’s the long-term product roadmap and launch dates?


The post 19 questions to ask customer journey analytics vendors during the demo appeared first on MarTech.


About The Author

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.