FROM EACH FIRST
A FROM EACH FIRST filter splits the journey on every first occurrence of the starting context you specify in your query.
Example Query
Splitting Process
| Step | Description |
|---|---|
| Find the first Web interaction. Mark that as the start of the journey. | |
| Find the last non-Web interaction prior to the next Web interaction, Mark that as the end of the journey. | |
| Continue process to the end of the journey. |
Note:
Usage Notes
- When using a FROM EACH FIRST filter, MXO always looks for the widest pair of corresponding interactions.
Results
In this example, you end up with four customer journeys based on the specified filter criteria.
Suggested Scenarios
Use Case 1
Initial Question
How often do customers open an email in the Awareness stage relating to a specific product, continue to engagement, and then come back to open the email again?
Query
| Filter | Query Parameters |
|---|---|
| FROM EACH FIRST | Stage = Awareness Activity type = Open email Proposition = Gold Cards |
discover journeys from each first interaction(stage="Awareness" activity="Open email" proposition="/Customer 1st Bank/Personal Banking/Credit Cards/Gold Cards")Analysis
- Customers who repeatedly opened the e-mail will have multiple journeys. This means differing customer and journey counts tell part of the story.
- Subsequent openings of the email without any interactions between those ”opens” are included in the same journey. They do not produce different journeys.
- The most dominant path end points reflect the last interaction prior to the customer opening the email again.
Suggested Best Practice
- Add a "HAVING Count of Journeys > 1” filter to ensure query results include only customers who repeated the journey more than once.
Use Case 2
Initial Question
When do customers transition back to a product they have looked at, previously?
Note: This use case applies to all journey dimensions, helping to identify behavior that causes "cycling journeys" where customers often return to a previous interaction
Query
| Filter | Query Parameters |
|---|---|
| FROM EACH FIRST | Proposition = Gold Cards |
discover journeys from each first interaction(proposition="/Customer 1st Bank/Personal Banking/Credit Cards/Gold Cards")Analysis
- Journeys returned for this query start with the first instance of a gold card interaction, include all subsequent and immediate gold card interactions and end when the user transitions to another proposition.
- View journeys by proposition to see the other products to which customers transition and to understand other topics of interest.
- Journey end points again highlight the last proposition/topic researched prior to returning to Gold Cards.
