How to Get Started with Customer Journey Analytics

Today, delivering great, relevant experiences is crucial for success. In order to do so, new skills and approaches are needed to get it right. Recent PwC research states that the number of companies investing in omnichannel experiences has jumped from 20% to more than 80%.

Customer journey analytics is one such approach being used to build informed customer experiences. And, for one biopharmaceutical organization, the use of analytics has enabled stronger relationships with healthcare professionals, resulting in a $4.8 million increase in revenue per sub brand, and a measured lift in deploying tactical triggers across the customer journey.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle’s Shirli Zelcer, head of analytics and data, Scott Nuernberger, head of analytic solutions, Amanda Gessert, head of BI and visualization, and Alice Harmon, head of health analytics. They shared how analytics ensures a systematic means of evaluating outcomes, and improving the overall process.

Watch this webinar and learn how to:

Nurture audience engagement and move the needle with customer journey analytics

Inform promotions, messaging sequencing, and measurement over time

Quickly put customer journey analytics into practice with actionable tips

Plus! Ask questions, and interact with your eMarketer community of marketing peers


Shirli Zelcer Shirli Zelcer is head of analytics and data at Merkle. Shirli has 20 years of experience in strategy and analytics in the travel, media and entertainment, retail, high tech, and financial services industries. At Merkle she has worked with a variety of different clients including Disney, Dell, Marriott, and Nike, and has led projects for both consumer and B2B segments. Projects managed by Shirli include enterprise segmentations, customer journey development, lifetime value, omnichannel integration, and more.
Scott Nuernberger Scott Nuernberger is head of analytic solutions at Merkle. Scott has more than 20 years of experience developing and implementing analytical solutions into marketing programs for many different companies, including Geico, Aegon, MBNA, Fidelity, DirectTV, Eli Lilly, GSK, and Dell. Prior to Merkle, Scott worked at American Express as a statistician and modeled and taught graduate students statistical methods and experimental design at Cornell University.
Amanda Gessert Amanda Gessert is head of BI and visualization at Merkle. Amanda has 18 years of experience helping clients gain meaningful insights from data and more than 10 years of experiences in data visualization and business intelligence. Currently, Amanda leads the data visualization team at Merkle. She specializes in guiding Fortune 500 clients with marketing measurement, analytics, and attribution strategy as well as BI and data visualization.
Alice Harmon Alice Harmon is head of health analytics at Merkle. Alice is an econometric consultant with over 20 years of experience in marketing analysis, data management, consulting, production design and development, and demand forecasting. In her 8 years at Merkle, she has worked to deliver attribution and optimization solutions across multiple industries and has recently transitioned to leading health analytics, working to bring advanced analytic capabilities to Merkle’s health clients.


Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards.

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