How can I optimize the website strategy based on the journey data view?

 In the context of Salesforce, you can optimize the keyword targeting strategy based on the journey data view by first gathering the data on user Interactions throughout their journey on the website. This may include tracking clicks, page views, time spent on each page, and conversion events.

Once you have this above data, you can use the techniques such as:-

Segmentation

The group users based on their journey stages can use cluster algorithms such as k-means or hierarchical clustering.

Keyword association analysis

You can try to determine which keywords are frequently associated with the specific journey stages by using techniques like association rule mining or co-occurrence analysis.

Keyword performance metrics

You can try to calculate metrics such as click-through rates, conversion rates, and bounce rates for every keyword within the different journey stages.

Here is a Python example given by using the pandas for data manipulation and sci-kit learn for clustering:-

Import pandas as pd

From sklearn.cluster import KMeans

# Assuming you have a DataFrame called ‘journey_data’ with columns: ‘user_id’, ‘keyword’, ‘journey_stage’, and ‘conversion_event’

# Perform keyword association analysis

Keyword_association = journey_data.groupby([‘journey_stage’, ‘keyword’]).size().reset_index(name=’count’)

# Calculate keyword performance metrics

Keyword_metrics = journey_data.groupby([‘journey_stage’, ‘keyword’]).agg({‘clicks’: ‘sum’, ‘conversions’: ‘sum’, ‘impressions’: ‘sum’}).reset_index()

Keyword_metrics[‘CTR’] = keyword_metrics[‘clicks’] / keyword_metrics[‘impressions’]

Keyword_metrics[‘conversion_rate’] = keyword_metrics[‘conversions’] / keyword_metrics[‘clicks’]

Keyword_metrics[‘bounce_rate’] = 1 – (keyword_metrics[‘clicks’] / keyword_metrics[‘impressions’])

# Segment users based on journey stages

X = keyword_metrics[[‘CTR’, ‘conversion_rate’, ‘bounce_rate’]]

Kmeans = KMeans(n_clusters=3)

Keyword_metrics[‘cluster’] = kmeans.fit_predict(X)

# Now you can analyze each cluster to identify patterns in keyword performance within different journey stages