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You will need a combination of the quantitative data provided by your automation tool and the qualitative information collected from actual human-to-human interaction.
>> You need to capture and understand what happened. Dissect all the data captured, and put it back together to paint “the story” of your different buyers’ journey. You want to look for similarities in level of engagement across your users and group them into segments, netting about 4-5 segments. The analysis of your data will help you identify segments.
>> Once you’ve identified similar behavior and trends across your groups of buyers, you are ready to develop specific personas. For the most part, you will be building hypotheses based on secondary research and your expertise.
>> Prioritize your prime segments and reach out to a specific sample to understand why it happened. Marketing automation can help you identify individuals who fell off at a certain point in the funnel, so you can contact them about why their journey ended, capturing their needs and trigger points.
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And the key word is "why." It's an interesting approach, using your MAP as a part of this market research effort. It begs the question: can MAP be used as a part of the CX improvement process.