There’s no doubting that customers have more control over the buying process than ever before. Meandering through seemingly unlimited online and offline channels, perhaps even someone browsing on a mobile device or placing an order whilst physically in your store or premises, the journeys that our customers take are more complex, more varied and, plain and simply, different from the old days of linear marketing campaigns.
But how do you execute or measure a customer journey? How do you practically track a customer that could meander in any direction and lead them towards a conversion? Do campaigns still have a role to play?