Journey analytics show the customer experience through a different lens
Marketing directors can’t make decisions in a vacuum. They need information about their customers, their channels and all the touchpoints that help them to connect with each other. How can they deliver what the customer wants unless they can see through the customer’s lens?
Customer interactions with a brand are now defined as their ‘journey’ and it is insight into that journey that helps organisations to plan product roadmaps or launch new services. McKinsey calls it