Big Ideas

Marketers’ Journey

June 2016

Marketers’ Journey datawatch-pageimage View the Illustration

Customer journey is a common phrase in the lexicon of the modern marketer—but over the past 30 years, we’ve seen marketers progress along a journey of their own. They started with a one-dimensional view of a customer they knew little about, and moved from there to a slightly more nuanced view of customers they could divide into segments and target differently. Today, marketers finally have a fleshed-out view of what customers are doing—or at least they should. With the right tools, marketers can now tap into a wealth of data about a customer’s digital body language—enabling them to approach customers as individuals, armed with the knowledge of who they really are and what they really want. More at

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