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Top 10 Customer Journey Analytics Tools of 2024


9 April 2024

10 min read

Understanding customers can be tricky, but customer journey analytics tools are here to help. They show you how customers interact with your business. This blog is about the ten best tools you can use in 2023 to improve your customer experiences.

What is Customer Journey Analytics?

Before we start, let’s understand what customer journey analytics is. Simply, it’s a way to see how your customers interact with your business. It uses data to show you what your customers want.

Now, let’s look at the top 10 customer journey analytics tools.

1.SurveySparrow: The All-in-One Power House

customer journey analytics tool

SurveySparrow is a comprehensive tool that allows you to collect and interpret customer data efficiently. It’s as if you have an assistant that can predict customer needs. With its real-time analytics, intuitive interface, and multi-channel survey distribution, you’re well-equipped to handle any customer insights that come your way.

Notable Features of SurveySparrow
  • Comprehensive Customer Insights: SurveySparrow offers in-depth insights into customer behaviors, preferences, and pain points, painting a complete picture of the customer journey.
  • Easy-to-Use Interface: The tool’s user-friendly interface enables easy creation, distribution, and analysis of surveys, allowing you to focus on data interpretation.
  • Real-Time Analytics: Real-time data analysis is key for adapting quickly to changes in customer behavior and expectations. SurveySparrow provides instant insights for swift, data-driven decisions.
  • Omnichannel Distribution: This tool reaches customers wherever they are – email, social media, or your website, ensuring a wider reach and more comprehensive data collection.

customer journey analytics tool

  • Advanced Reporting and Visualization: With graphical data representation, SurveySparrow helps identify patterns, trends, and correlations easily, simplifying decision-making processes.
  • Robust Integration Capabilities: SurveySparrow integrates seamlessly with various tools and platforms, offering a unified view of the customer journey.
  • Scalable Solutions: Suitable for businesses of all sizes and across industries, SurveySparrow offers flexible pricing plans and customizable features that can adapt to your business needs.
  • Pricing: Starting from $19/month, Surveysparrow’s Basic plan caters to individual needs. For smaller groups, the Essentials plan is available at $49/month. Mid-sized firms can opt for the Business plan at $99/month, and the Enterprise plan offers bespoke solutions for large-scale corporations.

Additionally, SurveySparrow provides a complimentary, feature-limited version. A free trial is also offered for users wanting a test run.

2.HubSpot Marketing Hub: Simple & Sleek Marketing Platform

HubSpot Marketing Hub is a leading, all-in-one marketing platform that empowers businesses to grow without compromise. Renowned for its simplicity and effectiveness, the platform is designed to streamline marketing efforts, enabling businesses to seamlessly attract, engage, and delight customers.

hubspot customer journey analytics tools

Notable Features of HubSpot
  1. All-in-One Platform: HubSpot consolidates all marketing channels into one platform for a comprehensive view of the customer journey.
  2. Powerful Analytics: It offers robust analytics capabilities for tracking customer engagement across various touchpoints.
  3. Advanced Segmentation: Businesses can personalize campaigns by segmenting their audience based on demographics, behaviors, or customer journey stages.
  4. CRM Integration: HubSpot integrates seamlessly with its CRM, ensuring a complete understanding of the customer journey.
  5. Automation Capabilities: The platform’s automation features guide customers along their journey, providing relevant information at the right time.
  6. Customizable Reporting: HubSpot allows for tailored reporting focused on the metrics that matter most to a business.
  7. Scalability: HubSpot Marketing Hub is scalable, accommodating businesses of all sizes.
  • Pricing: This platform has four pricing plans:
    Free: $0 per month
    Starter: $50 per month (includes 1,000 contacts)
    Pro: $890 per month (includes 2,000 contacts)
    Enterprise: $3,200 per month (includes 10,000 contacts)​

3. Experience Cloud: Creativity Meets Analytics

customer journey analytics tools

Adobe Experience Cloud offers a creative approach to understanding customer interactions. It provides a full view of the customer journey across all touchpoints, creating interactive and customized visualizations. This platform seamlessly integrates with Adobe’s other cloud services, enhancing your analytics capabilities.

Notable Features of Adobe Experience Cloud
  • Complete Customer View: Adobe Experience Cloud offers a comprehensive view of customer behavior across all touchpoints and channels, which is crucial for understanding the customer journey.
  • Real-Time Analytics: The platform provides real-time analytics, helping businesses make quick, data-driven decisions to improve the customer experience.
  • Advanced AI and Machine Learning: The tool’s AI and machine learning capabilities help predict future customer behavior, offer personalized experiences, and identify patterns and trends.
  • Cross-Channel Marketing: Adobe Experience Cloud supports marketing across various channels, allowing businesses to create a seamless customer journey.
  • Integration Capabilities: It integrates with various Adobe products and other third-party systems for a unified view of data.
  • Content Management: Adobe’s powerful content management features help in creating engaging content to enhance the customer journey.
  • Scalability: Adobe Experience Cloud is designed to accommodate businesses of all sizes, making it a scalable solution.
  • Pricing: The pricing details for Adobe Experience Cloud are not publicly disclosed. Potential customers need to contact the vendor for pricing information​2.

4.Salesforce Journey Builder: User-Friendly and Insightful

sales force journey builder

Salesforce Journey Builder stands out with its ease of use and innovative analytics. It helps you map and understand the customer journey, featuring automated triggers based on customer behavior and an AI that predicts future customer engagement trends.

Notable Features of Salesforce Journey Builder
  • Personalization: Journey Builder allows businesses to tailor each customer journey based on individual behaviors, preferences, and data, leading to highly personalized interactions.
  • Real-Time Engagement: With its real-time capabilities, Journey Builder can trigger relevant communications based on immediate customer interactions.
  • Cross-Channel Marketing: This tool supports marketing across multiple channels, including email, mobile, social, web, and more, ensuring a consistent customer experience.
  • Integration with Salesforce Ecosystem: Journey Builder integrates seamlessly with the Salesforce suite, providing a holistic view of the customer journey.
  • Predictive Analytics: Utilizing Salesforce’s AI, and Journey Builder can predict future customer behaviors, enabling businesses to tailor the customer journey proactively.
  • Customer Journey Mapping: The tool provides an intuitive interface for mapping out customer journeys, making it easier to visualize and manage them.
  • Scalability: Salesforce Journey Builder is a scalable solution that grows with your business needs.
  • Pricing: The pricing starts at $400 per month for the Basic plan and goes up to quote-based pricing for the Enterprise plan:Basic: Starting at $400 per month (billed yearly)Pro: Starting at $1,250 per month (billed yearly)Corporate: Starting at $3,750 per month (billed yearly) Enterprise: Quote-based pricing​

5.Mixpanel: Data Analysis Champion

Mixpanel Data Analytics tool

Mixpanel excels in tracking customer behavior across different touchpoints. It provides real-time data analysis, enabling businesses to respond to evolving customer needs quickly. Mixpanel’s feature, Funnels, allows you to see where your customers drop off in their journey, helping you identify problematic areas.

Notable features of ​​Mixpanel
  • Behavioral Analytics: Mixpanel shines in providing detailed insight into user behaviors, allowing businesses to understand what actions customers are taking and why.
  • Real-Time Data: The platform offers real-time data, enabling businesses to monitor changes in customer behavior and react accordingly instantly.
  • User Segmentation: It allows businesses to segment users based on their behaviors, enabling more personalized and targeted marketing efforts.
  • Event Tracking: Mixpanel’s event tracking capability provides granular insights into how users interact with your product or service.
  • Predictive Analytics: Leveraging machine learning, Mixpanel can predict future customer behaviors, helping businesses to strategize and tailor their customer journey accordingly.
  • A/B Testing: It also provides A/B testing capabilities, allowing businesses to experiment with different customer journey scenarios to find what works best.
  • Integration Capabilities: Mixpanel can seamlessly integrate with other tools and platforms, ensuring a unified view of customer data.
  • Pricing: Mixpanel has three pricing plans:
    Starter: Free, up to 20M monthly events
    Growth: $20+ per month, up to 100M monthly events
    Enterprise: $833+ per month, 5M-100M+ monthly events​

6.Hotjar : Best for Seamless Collaboration

Hotjar Customer journey analytics tool

Hotjar stands out as a powerful and comprehensive tool that empowers businesses to gain valuable insights into user behavior. With its robust features and intuitive interface, Hotjar has emerged as one of the best tools in the industry. From visual representations to user feedback collection and seamless collaboration, Hotjar offers everything businesses need to optimize customer journeys.

Notable Features of Hotjar
  • Comprehensive Insights: Hotjar combines multiple analytics features in one platform, providing a holistic view of the customer journey.
  • Visual Representation: Heatmaps and session recordings make it easy to visualize user behavior and engagement.
  • User Feedback Collection: It allows businesses to collect direct feedback through polls, surveys, and feedback widgets.
  • Segmentation and Filtering: The tool enables data segmentation and filtering, helping businesses understand different user segments’ behaviors.
  • Collaboration and Sharing: It facilitates team collaboration by allowing insights sharing and annotations on specific sessions or recordings.
  • Easy Implementation: Implementing Hotjar is straightforward by adding a code snippet to the website or application.
  • Cost-Effectiveness: It offers a range of pricing plans, including a free version, making it accessible to businesses of all sizes.
  • Pricing: Get in touch with Hotjar to know more about their pricing details.

7.SAS Customer Journey Analytics: Turning Insights into Action

customer journey analytics

SAS Customer Journey Analytics offers in-depth insights into customer behavior. It uses predictive analytics and machine learning to determine the likely future actions of customers. Its feature, SAS 360 Engage, delivers personalized customer interactions based on these insights.

Notable Features of Customer SAS Journey Analytics
  • Comprehensive Analysis: SAS Customer Journey Analytics provides a holistic view of the customer journey by integrating data from multiple channels.
  • Advanced Analytics Capabilities: It offers sophisticated techniques like predictive modeling and segmentation for actionable insights.
  • Real-Time Data Processing: The tool enables businesses to analyze customer interactions in real-time, allowing timely interventions.
  • Multichannel Integration: SAS Customer Journey Analytics combines data from various sources to provide a unified view of the customer journey.
  • Visualization and Reporting: It offers powerful visualizations and reporting features to simplify complex data interpretation and sharing.
  • Scalability and Flexibility: SAS Customer Journey Analytics can handle large data volumes and offers deployment options for different business needs.
  • Customer-Centric Approach: The tool focuses on understanding customer preferences and pain points to enhance personalized experiences.
  • Pricing: Please contact Customer Journey Analytics for pricing details.

8. Insider: Unified Platform for Customer Journey Analysis

insider customer journey analytics

Insider is a comprehensive Growth Management Platform (GMP) that uses advanced data technology to provide businesses with an understanding of their customers that’s both deep and broad. It serves as a unified platform to collect, analyze, and act upon customer data, helping organizations effectively engage their customers and drive growth.

The platform harnesses the power of machine learning and artificial intelligence not just to analyze past and present customer behavior but also to predict future actions. This enables businesses to proactively address customer needs, personalize experiences, and design strategies that are likely to resonate with their target audience.

Notable Features of Insider
  • Comprehensive Analytics: Insider provides a unified and detailed view of customer behavior by integrating data from various sources and touchpoints, allowing for deep insights.
  • Predictive Analytics: The platform uses machine learning and AI to forecast future customer behaviors and trends, which can inform strategic planning.
  • Segmentation & Personalization: Insider enables businesses to segment their customer base into discrete groups and tailor experiences to individual behaviors, improving engagement and conversion rates.
  • Multichannel Analysis: Insider allows businesses to track and analyze customer interactions across multiple channels, enabling a holistic view of the customer journey.
  • Testing & Optimization: Insider supports A/B testing and other optimization techniques to continually refine the customer experience based on data-driven insights.
  • User-Friendly Interface: The platform is known for its ease of use, with intuitive interfaces, clear visualizations, and extensive support resources.
  • Integration Capabilities: Insider can integrate with a variety of third-party applications, making it versatile and adaptable to different business needs and existing tech stacks.
  • Pricing: Insider offers a free plan, freemium plan & premium consultation plan. Get in touch with the Insider to know more.

9.Woopra: Orchestrating Smooth Customer Journeys


Woopra stands out with its end-to-end customer journey analysis solution. Its automation capabilities streamline workflows and help you manage touchpoints more efficiently. Woopra’s real-time analytics enable you to be more proactive in your customer engagement strategies.

Notable Features of Woopra
  • Customer Journey Analytics: Woopra excels at tracking the full customer journey across multiple touchpoints, allowing businesses to visualize and understand the complete customer experience.
  • Real-Time Analytics: Woopra provides real-time analytics, which can be crucial for businesses that need to make quick, data-driven decisions.
  • Customizable Tracking: Woopra’s platform allows for customizable tracking events, so businesses can focus on the specific data that are most relevant to them.
  • Segmentation: The platform provides advanced segmentation capabilities, allowing businesses to group their customers based on various factors and understand how different groups interact with their services.
  • Integrations: Woopra integrates with a multitude of other tools and platforms, which can improve data collection and provide a more comprehensive view of the customer journey.
  • Automated Reports: Woopra provides automated, customizable reports, reducing the amount of time businesses have to spend on data analysis and interpretation.
  • Triggers and Automation: The ability to set up triggers based on customer behavior and automate actions in response can help businesses interact with their customers more efficiently and effectively.
  • Pricing:

Starting price: $79.95 per month
Free trial: Available
Free version: Available

10.Contentsquare : Best for Visual Analytics


Contentsquare is a powerful customer journey analytics platform known for its visual analytics, session replay, AI-driven alerts, zone-based analysis, and pathfinder analysis. It also provides insights for user experience (UX) optimization and integrates well with other tools to provide comprehensive customer journey insights.

Notable Features of ContentSquare
  • ​​Visual Analytics: Contentsquare provides visual representations of user interactions on your websites or app, such as click maps and scroll maps. This helps to illustrate where users focus their attention and where they might be getting stuck.
  • Session Replay: The platform allows businesses to replay individual user sessions, providing a detailed view of the customer journey and helping to identify points of friction or confusion.
  • AI Alerts: Contentsquare’s AI-driven alerts notify businesses about significant performance changes or anomalies in customer behavior patterns, allowing teams to react quickly to evolving situations.
  • Zone-Based Analysis: Businesses can define specific zones on their website or app to track interaction metrics in these areas, allowing for more granular analysis of user behavior.
  • Pathfinder Analysis: This feature visualizes the most common paths taken by users through a site or app, identifying the routes that lead to conversions and those that lead to exits.
  • UX and Conversion Rate Optimization: By highlighting where users encounter difficulties and which pathways lead to success, Contentsquare provides actionable insights for improving user experience and conversion rates.
  • Integration Capabilities: Contentsquare integrates well with various other tools, including session replay, A/B testing, the voice of the customer, and other analytics tools, enhancing its capabilities and providing more comprehensive insights.
  • Pricing: Please contact ContentSquare for pricing details.

Wrapping Up

In conclusion, the arena of customer journey analytics tools has rapidly expanded, offering businesses numerous dynamic solutions to understand their customers better, optimize engagement, and ultimately drive growth.

They offer intuitive interfaces, seamless integration capabilities, real-time data processing, advanced machine learning algorithms, and customizable dashboards, making them indispensable for businesses of all sizes.

However, it’s worth noting that while these tools are undeniably powerful, they are not one-size-fits-all solutions. Each business has unique needs and should carefully consider which tool best matches its specific requirements and objectives.

Thus, the perfect customer journey analytics tool isn’t necessarily the one with the most features but the one that best aligns with your company’s goals and helps you better understand and serve your customers.

Choose the right tool today!






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Growth Marketer at SurveySparrow

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