Customer Journey Mapping as a Tool of Customer Experience Analysis in Digital-Marketing

During this work customer experience was analyzed by customer journey map. For deeper analyzing concept of customer experience (CE) constructs of CE as the loyalty increasing tool were studied. As well in this work characteristics of consumer experience in the digital-environment and in the Russian market have been found. During the empirical part of the work the advertising of concrete company was analyzed and marked. What is more the tool of data selection was created. It was online questionnaire. Also in a practical part data collection tools for creation of CJM (consumer journey map) were developed and approved. During the creation digital-strategy of company huge amount of assembled information and all advertising platforms were used, banners and even algorithms of operation of the software were based on data retrieveds. The advertising company has the personalized character and corresponded to habits, values and the purposes of every taken client. Thanks to it, high rates of efficiency of advertising campaign were received. Operation is of scientific interest in the investigation of the fact that in it the technique of creation of effective advertizing campaign by means of cards of consumer experience was developed and approved. Similar research operations weren't provided in scientific literature yet. The practical significance of this operation consists in the analysis of the current marketing activities and development of strategy of digital-advance of the specific company. Also in operation the most effective instruments of operation in digital-marketing are shown.