TO LAST
A TO LAST filter splits the journey only on the very last occurrence of the interaction context you specify in your query.
Example
Splitting Process
| Icon | Description |
|---|---|
| Mark the first interaction on the full customer path as the start of the journey. | |
| Find the last Mobile interaction. Mark as end of journey. |
Note:
Usage Notes
- TO LAST only ever returns a single journey.
- A journey can be the length of a single interaction.
Results
In this example, you end up with a single customer journey based on the specified filter criteria.
Suggested Scenarios
Use Case 1
Initial Question
When did the customer last purchase a product?
Query
| Filter | Query Parameters |
|---|---|
| TO LAST | Activity Type = Purchase |
discover journeys to last interaction(activity="Purchase")Analysis
- Defines the last purchase event as the end of the journey and the first customer interaction as the start of the journey.
- May include other purchase events within the single, returned, journey that we do not know about.
- Does not provide the most helpful results as it may span up to 90 days of interactions and actions correlating to multiple journeys, not just the single journey returned for the context you defined.
Use Case 2
Initial Question
When did customers stop engaging with our brand on their iPhones?
Query
| Filter | Query Parameters |
|---|---|
| TO LAST | Touchpoint = Mobile App Device = iPhone |
discover journeys to last interaction(touchpoint="Mobile App" device="iPhone")Analysis
- Finds the last mobile interaction on an iPhone.
- Shows interactions prior to that event that may explain why customers no longer engage with your brand on their phone. For example, there is likely to be a "Remove mobile app" event.
- Consider why customers are removing the mobile app from their phones.
- Does this point to an issue with your mobile app on iPhones?
Suggested Best Practice
- Use the results of this query as the input for a second query to discover where customers engage with your brand after they remove the mobile app from their phone.
