Summit Growth Academy
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Customer Journey Mapping & Tracking
Study how to map and analyse customer journeys across several touchpoints to better understand audience behaviour and decision-making. This e-learning material develops the tracking and measurement skills that help improve customer experiences, engagement and marketing effectiveness.
Select Your Level
This level introduces customer journey mapping, explaining why the route a person actually takes rarely matches the one drawn on an internal diagram.
You finish able to map a real journey based on evidence, mark the points where people give up, and explain what each stage needs to do before someone will continue.
What You'll Learn
- You study touchpoints, stages and motivations, gathering evidence rather than assuming, simple journey maps, where friction appears, and the basics of tracking a journey across more than one visit
This level builds practical tracking and analysis skill, so that a journey map becomes something measured and improved rather than a diagram filed away after a planning exercise.
You are able to instrument a journey so its stages can be measured, combine numbers with what people report, and rank problems by what they cost rather than by how annoying they seem.
What You'll Learn
- You work through event tracking design, cross-device and cross-session identification, funnel and path reports, qualitative research alongside behavioural data, and prioritising friction by cost
This level develops advanced journey work, covering journeys that span several channels, long time periods and both online and offline contact. Journeys of this kind rarely fit inside a single report.
You can analyse a journey that crosses channels and months, quantify what a given point of friction costs, and design tests that improve the journey without disturbing what already works.
What You'll Learn
- You study identity resolution, stitching online and offline data, journey analytics at scale, experiment design within a journey, retention and repeat purchase behaviour, and modelling the value of removing friction
This level suits readers responsible for customer experience across an organisation, where improving a journey means changing how several teams work, not only a page.
You are able to hold ownership of a journey that crosses team boundaries, set shared measures people agree to, and argue for experience investment in commercial rather than aesthetic terms.
What You'll Learn
- You cover journey governance and ownership, measurement frameworks spanning teams, prioritisation across competing interests, data architecture for identity, and making the commercial case for experience work