Customer journey analytics software: 10 best tools for marketers

Katie Morley

May 13, 2024

Customer journey analytics software: 10 best tools for marketers Featured Image
Katie Morley

May 13, 2024

The advent of new digital channels — like email, social media, SMS, and WhatsApp — led to customer journeys spanning many touchpoints

However, early analytics solutions (like Google Analytics) weren’t built to track all customer interactions across these complex journeys. This forced teams to use a combination of tools just to keep track of customers’ experiences across channels.

Today, tons of new customer journey analytics tools have emerged to tackle this problem. Some even go a step further by also providing the ability to build, automate, and optimize journeys on top of their analytics capabilities.

In this guide, we’ll explore the 10 best customer journey analytics software platforms organized into two categories:

  • Customer journey analytics and orchestration platforms, which combine analytics features with tools for personalization, cross-channel engagement, automation, and more. This makes them a great choice for companies looking to simplify operations and streamline their martech stack.
  • Traditional analytics-only platforms, which are solely focused on giving teams different ways of analyzing customer data and key metrics. They’re also very valuable as standalone solutions but have to be combined with other tools that can actually build and optimize customer journeys.

We’ll start the list with Insider — our AI-led personalization platform and customer journey analytics software — and discuss its main features and benefits for marketing teams.

If you’d like a detailed look at Insider, visit our website or try the platform yourself.

Table of Contents
  1. 5 Customer journey analytics and orchestration platforms

  2. 5 Traditional analytics-only platforms

  3. Build, automate, and analyze customer journeys with Insider

5 Customer journey analytics and orchestration platforms

These first platforms can help you analyze customer behaviors and campaign results to uncover valuable insights and monitor key metrics. However, they offer more capabilities than traditional analytics platforms as you can also use them to:

  • Build and automate customer journeys across touchpoints using customer journey builders.
  • Reach customers across various channels like email, push notifications, online ads,  SMS, and WhatsApp.
  • Leverage personalization to deliver the right content, messaging, and product recommendations at each step of the customer journey. 

#1 Insider

Insider homepage

Insider brings together the most extensive set of personalization capabilities for websites and mobile apps, as well as for channels like email, SMS, WhatsApp, push notifications, and more.

Our solution offers advanced customer journey analytics capabilities that can help you understand how users interact with your brand and uncover valuable insights for your campaigns. 

Thanks to this versatility, Insider has been ranked at the top of categories like:

G2's Customer journey analytics software Grid

In the next sections, we’ll explore why 1200+ leading brands — including Adidas, Lexus, LEGO, Coca-Cola, and others — use Insider to analyze customer behavior and deliver personalized experiences at scale.

Powerful reporting, behavioral analytics, and segmentation

Insider comes with advanced analytics tools that can help you discover actionable insights, like:

  • Customers’ needs, habits, and pain points.
  • Best-performing channels.
  • And much more.

These tools also give you a holistic view of all touchpoints and stages of the customer journey. For example, here are some of our platform’s most popular behavioral analytics tools:

  • Funnels, which give you a visual representation of how users navigate through various flows. They’re particularly useful for finding bottlenecks and pain points during the purchase process.
Building funnels around goals in behavioral analytics
  • Retention cohorts, which you can build for any user behavior to discover the long-term value of various segments. This feature can be extremely useful for finding out how to keep customers consistently engaged and form valuable long-term relationships.
Insider's cohort analysis for customer retention
  • Purchase behavior analytics, which gives you behavioral insights and key metrics about the purchase behavior of important customer segments. For example, you can see how much revenue certain product categories have generated, track the average order value (AOV) for VIP customers, monitor the purchases per user, and much more.
Insider's purchase behavior analytics
  • Channel reachability and message frequency analytics, which help you make data-driven decisions when determining which channels to focus on. For example, you can see what percentage of your audience is reachable on certain channels and what’s the optimal message frequency for specific segments.
Insider's message frequency analysis

You also have various reporting tools that can help marketers, product managers, sales teams, and stakeholders understand the impact of your initiatives. For example, you can track each customer journey right inside our journey builder (which we’ll discuss later) or in a dedicated analytics dashboard, like the one shown below.

Insider detailed journey analytics dashboard

Our platform also lets you build custom reports with metrics, like conversion rates, customer retention, customer lifetime value (CLTV), and more

For example, you can build a detailed report with granular metrics like clicks, open rates, and conversion rates for marketing teams and a high-level report that’s focused on revenue, customer churn, AOV, and CLTV for stakeholders.

If you’re using Insider’s AI-powered product recommendation engine, you also get detailed reports on the performance of the recommendation strategies on your site. This includes metrics like impressions, clicks, purchases, key performing products, and much more.

Insider's Insider’s AI-powered product recommendation engine dashboard

Finally, Insider also offers another classic feature of many customer journey analytics tools — segmentation. However, our platform goes beyond standard behavioral segmentation by letting you choose from 120+ traits and characteristics spread across three different audience types:

  1. Standard, which includes traits like devices, operating systems, locations, demographics, and more.
  2. Predefined, which include cart and browser abandoners, leads, mobile app users, people who’ve interacted with your brand on a specific channel, and others. These are automatically created by our platform.

Predictive, which includes likelihood to purchase or engage on a channel, potential CLTV, discount affinity, and more. You can learn more on the topic in our complete guide to predictive marketing.

Insider's segmentation and analytics

Broad channel reach and advanced personalization

As we said, when you’re using a traditional analytics solution, you also have to rely on other platforms to actually build campaigns across different channels. Teams often leverage a combination of point solutions like:

This approach can result in an overly expensive martech stack. It also makes campaign creation, management, and analysis much harder because you have to navigate a bunch of different products with separate UIs and credentials.

Insider is a unified marketing platform that takes a different approach. Besides the analytics and segmentation capabilities we mentioned earlier, you can also use Insider to reach customers across 12+ channels, including your website, mobile app, email, SMS, WhatsApp, and others.

Insider's unified marketing platform in action

Plus, you can go way beyond sending the same messages to everyone. Our platform offers an industry-leading personalization engine that enables you to individualize each touchpoint with relevant content, messaging, and product recommendations, based on customers’ needs and preferences.

For example, you can use Insider to personalize your:

  • Website: Insider’s Web Personalization Suite can tailor all on-site elements based to each customer, including banners, categories, product recommendations, site search results, and more. This is an extremely powerful way to optimize conversion rates and make the most out of the budget you’re spending to get people to your site.
Example of product recommendation engine to deliver highly relevant suggestions to each website visitor.
  • Emails: You can employ standard and advanced email personalization techniques by extending your product recommendations to your emails, for example. You can also use AMP emails to create interactive experiences that enable customers to explore products, answer surveys, make bookings, and much more right inside your emails.
Example of email after the purchase
  • Messaging channel communications. From SMS to WhatsApp and Facebook Messenger — Insider makes it easy to reach customers on their preferred messaging channels. Again, you can personalize your communications by adding names, birthdays, cart items, price drop alerts for products they’ve browsed before, and much more. For example, Picniq used Insider’s WhatsApp capabilities to build new campaigns that achieved a 5x ROI.
Picniq used Insider's onsite personalization capabilities
  • Social media and search ads. You can target the customer segments you build with Insider with relevant Google, Facebook, Instagram, and TikTok ads based on their interests and preferences. For example, Pierre Cardin used this strategy to target customers with a high likelihood of purchasing or a high discount affinity. This helped the brand achieve a 67% reduction in cost per acquisition, a 445% conversion rate uplift, and a 164% boost in return on ad spend.
Insider segment export TikTok retargeting ads
  • Push notifications, chatbot communications, and other channels.

Customer journey orchestration, optimization, and real-time analytics

As a complete, enterprise-grade solution, Insider also offers plenty of tools that leverage the latest advancements in AI and marketing automation.

For example, Architect is our AI-powered customer journey builder and marketing automation platform. You can use it to create and automate personalized journeys across the entire customer journey using a no-code drag-and-drop editor.

Insider's drag-and-drop editor for all sorts of omnichannel use cases

You also have granular real-time analytics for each campaign. For example, you can easily track key metrics at each step, including the number of users, number of drop-offs, conversion rates, revenue, and more.

Insider's real-time analytics

More importantly, Architect’s AI functionalities ensure that all messages in these campaigns are personalized, timely, and relevant to the customers receiving them. They can also save you tons of time and effort by taking a lot of manual tasks off your plate.

Some of the most important features in this regard include:

  • Send-Time Optimization (STO) and Next-Best Channel Selection, which automatically send each message at the right time and on the right channel, based on customers’ behavioral patterns.
Insider send time optimization
  • A/B Test Winner Auto-Selection, which automatically guides users to the winning variant in an A/B test based on a winning metric you’ve selected (e.g., clicks, open rates, revenue, and so on).
A/B Test Winner-Autoselection
  • Generative segment, journey, and content creation, which is possible thanks to Sirius AI — our patent-pending generative AI solution. All you have to do is provide a simple text prompt with your end goal and our platform will create customer segments, journeys, campaign copy, and images for you.
Leverage the combined power of generative, predictive, and conversational AI with Insider

Bonus: Data unification with our actionable customer data platform

Lastly, Insider gives you a way to unify all your customer journey data into a centralized, easy-to-access database with our customer data platform (CDP)

Our Actionable CDP can ingest data from any system to give you detailed, 360-degree profiles of all your customers. These profiles include all customer insights you need to make data-driven decisions, including:

  • Demographics.
  • Purchase history.
  • Channel reachability.
  • Last purchased and abandoned products.
  • Predictive characteristics, such as likelihood to purchase or engage on a channel.
  • Interactions with the site, mobile app, or channels like email, SMS, and push notifications.
  • Net promoter score results (and other first-party data).

This is a great way to overcome one of the main challenges plaguing marketers today — data silos.

Our CDP can also aggregate data from any online or offline source. For example, we have a plethora of built-in integrations for popular solutions, such as:

  • CRMs like Salesforce, Pipedrive, and Microsoft Dynamics CRM.
  • Point solutions like Mailchimp, ActiveCampaign, and Constant Contact.
  • Analytics and attribution platforms like Mixpanel, Amplitude, and AppsFlyer.
  • Marketing automation tools like Adobe Marketo and Pardot.
  • Live chat software like Drift and Intercom.
  • And many other popular SaaS tools.
Insider integrations

Lastly, you can also use our API to share data with other types of platforms and legacy systems.

For a deeper dive into Insider and how it can benefit your team, schedule a live demo with our team.

#2 MoEngage

MoEngage homepage

MoEngage is a customer engagement platform for channels like email, SMS, WhatsApp, web and app push, in-app messaging, and more. The platform offers various tools for data unification, personalization, and journey orchestration. In terms of analytics capabilities, MoEngage helps marketers understand the reasons behind low engagement and provides insights into message frequency, channel reachability, goal completions, and more.

Learn more: 7 best MoEngage alternatives for marketing teams.

#3 WebEngage

WebEngage homepage

WebEngage is a customer engagement and retention platform that brings together a CDP, product and revenue analytics, web and app personalization, and campaign orchestration capabilities. It supports various data activation channels like email, SMS, WhatsApp, web and app push notifications, Facebook, and Google.

Learn more: WebEngage competitors: 7 alternatives for customer engagement.

#4 Genesys

Genesys homepage

Genesys is an omnichannel customer experience platform that entered the journey orchestration space in 2022 with its acquisition of Pointillist. Today, Genesys offers a customer journey management module with features for journey orchestration, data management, and analytics. It also excels at call center and voice communication journeys, which is its main differentiator.

#5 HubSpot Marketing Hub

HubSpot Marketing Hub homepage

Marketing Hub is HubSpot’s offering for marketing teams looking to analyze customer behavior, automate campaigns and workflows, and drive more revenue. The platform offers a simple drag-and-drop editor for orchestrating customer journeys across email, landing pages, forms, and more. It also offers different ways to analyze and visualize campaign performance across different steps.

5 Traditional analytics-only platforms

These final five platforms are classic analytics solutions in the sense that they only focus on analyzing the user experience. They provide the data, insights, and segments, while relying on integrations with other platforms that can actually build, automate, and personalize customer journeys.

#6 Adobe Analytics

Adobe Analytics homepage

Adobe Analytics is an analytics solution. It’s designed to give enterprise brands real-time insights into their customers’ behavior, so they can make data-driven decisions. It also offers predictive analytics and attribution capabilities. 

While Adobe Analytics is an analytics-only solution, the company offers a plethora of other personalization, automation, and engagement solutions under the broader Adobe Experience Cloud. Adobe Analytics can easily be integrated with these solutions but that still requires purchasing and managing additional tools.

#7 Contentsquare

Contentsquare homepage

Contentsquare is a customer experience and analytics platform. It offers a plethora of analytics features spread across three broad categories:

  1. Digital experience analytics, which includes zone-based heatmaps, session replay, visual journey analysis, and merchandising.
  2. Digital experience monitoring, which includes error tracking and analysis, frustration scoring, and speed analysis.
  3. Product analytics, which includes customer segmentation, retention analytics, and cross-session analytics.

Lastly, Contentsquare also owns another popular behavioral analytics solution for smaller businesses — Hotjar.

#8 Amplitude

Amplitude homepage

Amplitude is a traditional product analytics and event tracking platform. It helps brands visualize and analyze their data, as well as segment their audiences to understand the full user journey. The company also offers a CDP and various experimentation features for running A/B tests.

Lastly, you can integrate Amplitude with Insider and sync Amplitude cohorts to our platform for better segmentation. You can also use Insider as a data source in Amplitude by sending events like channel and journey interactions.

#9 Mixpanel

Mixpanel homepage

Similar to Amplitude, Mixpanel is a versatile marketing and product analytics tool. It’s useful for teams who want to track key marketing and app performance metrics (e.g., active users, revenue, churn, and customer satisfaction) and understand how users interact with an app or site, which features they like, and where they get stuck in certain flows. The tool also offers customizable pricing plans for small, mid-sized, and enterprise businesses, starting from $28/month.  

Like Amplitude, Mixpanel can also be integrated with Insider, so you can combine its behavioral cohorts with Insider’s AI-powered segments to deliver personalized messages across channels.

#10 Woopra

Woopra homepage

Woopra is an end-to-end customer journey analytics platform for product, marketing, sales, and support teams. It offers three key analytics capabilities:

  1. Journey Analytics Reports, which show how customers navigate a product and help find friction points.
  2. Trends, which are useful for tracking the changes in key metrics over time.
  3. Retention, which is useful for measuring feature engagement and various other actions to help reduce churn.

As a traditional analytics tool, Woopra doesn’t offer native tools for building or personalizing customer journeys. Instead, it relies on integrations to automate tasks in other tools based on user behaviors.

Build, automate, and analyze customer journeys with Insider

Insider can help you analyze each part of your customer journeys and power your campaigns with reliable data. Unlike traditional analytics platforms, our solution also lets you build, automate, and optimize campaigns across 12+ channels using the full power of AI and machine learning.

Overall, our enterprise marketing platform can help you monitor and improve key metrics like clickthrough rates, conversions, revenue, churn, and LTV by:

  • Connecting all relevant data sources and aggregating your customer data into one place.
  • Revealing customer behaviors, interests, and preferred touchpoints.
  • Predicting behaviors with our AI-powered intent engine, like how much different segments are projected to spend and how likely they are to buy or churn.
  • Delivering personalized shopping experiences to customers across all touchpoints with your brand — from your website and mobile app to channels like email, push notifications, SMS, WhatsApp, and more.

Finally, our easy channel integrations, versatile templates, and experienced support team will ensure you get started with journey analytics and orchestration as soon as possible.

Click here to book a demo with our team and learn how Insider can help you reach your business goals

Katie is an award-winning content marketer with over eight years of experience in content strategy, development, and copywriting. As Global Content Director at Insider, she currently oversees content strategy across 26 regions. Fun fact: Katie read 64 books last year (for which she owes a long commute and two week-long holidays where she spent approximately six hours a day with her nose in a book).