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In the advertising world, customer journeys are all the rage.

“They are so hot right now,” says Anne Hunter, exec VP of strategy and growth at Kantar. “Marketers want to know all the things a customer did before they took action, or what motivated them to go from point A to point B to point C? What was the need they had and what did they learn to make that decision?”

Yet while the data certainly exists to map out so-called consumer journeys, analytics tools are often lacking, and instead simply provide insights into how many people visited a specific website, or opened an email.

Continue reading at AdAge.com