A benefit of tracking an individual over time is that
you can often cover a complete customer journey
from the identification of a need to a purchase. And
with statistical tools, you can use RET data to iden
tify not only what most motivates customers to buy
your brand but also how various touchpoints combine in a chain to influence the customers' decisions. Here are some useful analyses you can conduct:
Key drivers. Applying simple regression analysis to the RET data can quickly tell you which touchpoints are most closely correlated with individual customer behaviors, such as a request for more
information or an actual purchase. A good way to present this information is in a diagram called an
odds analysis, which quantifies and compares the relative likelihood that various touchpoints will lead to the behavior in question.