Data and Audience
The customer journey is a customer’s path from discovery of your product or service to their decision to purchase. Did your customer click on an ad for a Caribbean vacation and then maybe look at additional photos of the islands? Maybe they Googled “best places to stay in the Caribbean” or asked friends on social media for feedback from their trips before returning to a web site to book a vacation. Understanding this journey and being able to map it can be a very effective tool in a marketer’s toolbox. It can determine the most effective marketing methods based on real data of how the customer arrived at the decision to buy. Brands that use this information successfully work to craft a seamless journey from awareness to engagement to purchase.