Touchpoints Report

Similar to the Channels report, but here we go down a level and look at the different Touchpoints customers interact with, answering questions such as:

  • Which App version is getting the most visits?
  • How many customers use the different web domains that we provide?

This unique view breaks out your customer activity by the different Touchpoints that are configured in MXO . Being able to see where activity volumes relate to each Touchpoint and how that breaks down by customer type allows you to see where and when these different cohorts engage with your brand. Where you see low levels of engagement, but high volumes of activity, you can investigate further to work out how to make that Touchpoint perform better.

Touchpoints - Main

Profiles by Touchpoint

This section shows the mix of activity being recorded in MXO . Great for spotting trends in behavior and discovering how engaged your customers are and where they are most active.

You can view profiles at an individual Touchpoint level and aggregated by Channel (for those of you with lots of Touchpoints on a single channel).

Touchpoints - Customer Profiles

Touchpoint Insights

Breaks out the different customer cohorts, by Channel. Look for variances in new versus returning or recognized versus unrecognized profiles to help determine where best to engage those types of audiences. Questions you can answer using this data include:

  • Do new customers use different channels to returning customers?
  • Do your identified customers have a different behaviors to your unidentified customers?

Touchpoints - Touchpoint Insights

Engagement Level by Touchpoint

This section shows you both how engaged your customers are and how many customers there are, by Touchpoint. The higher up the bubble, the more customers engage; the larger the size of the bubble, the bigger the customer audience.

To calculate the engagement level MXO takes the number of active profiles for that Touchpoint and divides that by the number of activities generated by those profiles. MXO uses activities per customer as a proxy for level of engagement; the higher the bubble, the better that Touchpoint is engaging your customers. If you are familiar with classic web measurements of engagement, or, as it used to be called, measuring stickiness, it’s the same principle. Examples of activity might include a customer viewing a page or filling in a form whilst engaging on a particular Touchpoint.

Touchpoints - Customer Profiles

Engagement Level by Audience Type

Uses the same engagement measure as Engagement Level by Touchpoint, but breaks this out by different audience types (cohorts). this enables you to see variants in behavior and may show that certain audience types are not finding the content you provide on a certain Touchpoint compelling.

Tip: New customer interactions generally differ quite significantly from interactions undertaken by returning customers. One reason is that new customers are often directed to certain pages or content as part of an acquisition campaign or land on your site through Search Engine Optimization (SEO). Overall, these customers are getting to know your brand and are still in the orientation phase. They tend to cluster around home pages whilst figuring out where to go next and may not know all the Touchpoints and Channels you offer. Returning customers know more about you and fan out their activities across more of your Touchpoints. They have their own preferred ways to interact with you. This behavior is often the same for recognized profiles who have been with your brand longer.
Tip: If you are considering a campaign to target these different cohorts, knowing where they hang out and which Touchpoint to target greatly increases your campaigns possible impact and performance. Be smart with your campaigns by giving yourself the greatest opportunity to reach customers through journey orchestration.