At a glance

Many elements of the path-to-purchase journey now revolve around the individual customer and can respond dynamically to any one of the many paths the customer chooses to take. To do this effectively, marketers need to harness the power of data to sit at the heart of the journey.

Why it matters

If customers are handing over data by visiting a website or clicking an ad in social media, they also have the expectation that brands make their experience better.


  • Brands should use data triggers and behaviours where possible, to ensure that they can be there for when the customer needs them.
  • Observe how and why individuals move through the purchase life stages, not just that they do – the practice helps build a customer strategy that is unique to the individual.
  • Taking a channel agnostic approach removes preconceived notions of which channel works for which purpose.