Customer journey analytics helps to bring measurement & insight to the customer journey. Quantifying how many customers are in each part of the customer journey and how things change.
Often used in digitally-led businesses, where larger parts of the process can be easily quantified. But traditional businesses can still use this with various data sources, to help identify and quantify demand.
Digital analytics companies often have features which enable marketers to track their customer journey. And see how customers move through the journey. Conversion rate analysis is an intertwined analysis which can be helpful.