Focus on the journey
Believe it or not, at one time, the “customer journey” didn’t even register among marketers’ top priorities. Since then, everything has changed. In a research partnership with Econsultancy, we asked leading marketers — defined for this study as those who significantly exceeded their top 2016 business goals — how they use digital information to put the customer first. It turns out that they invest in improving the quality of first-party information. They also devote resources to machine learning and other capabilities to predict customer needs, and provide assistive experiences along the journey.