Pathing refers to the process of stitching together customer journeys and analyzing their structure, metrics and characteristics for additional insight. Stitching customer journeys together can often be a tedious, difficult and error-prone process, and one that cannot be done manually without technological solutions to support it.
Here are a sampling of difficulties that come from doing this:
1) Collection and Assembly of Touchpoints. Most marketers on average leverage 12+ different systems to manage and launch their campaigns. Cost and transactional data need to be either ingested into a central system, or the data can be captured through Javascript, Image or API Trackers deployed on every system that needs it.
2) Reconciliation of Touchpoints across Devices. Most audiences today own 3-4 internet-enabled devices, and that number continues to do up. Stitching together customer journeys require a deep understanding of assembling a cohesive multi-device identity graph to ensure you have a reconciled customer path across all their devices.
