Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the number of touchpoints has grown exponentially.
These days, customers zigzag from discovery to purchase and they demand more and more personalized experiences. As the world becomes more complex, the ability to understand what customers really want is even more important. Regrettably, this has also become more challenging at the same time.