How well do you understand the journey your customers take from awareness of your brand or products to conversion and beyond? Based on research by Econsultancy and ResponseTap, the answer may be, “not very.” The March 2015 survey, which was carried out among agency professionals and client-side marketers around the world (including a majority in the UK), found that only a minority of respondents were using some potentially key sources of data about the customer journey. While 80% of agency professionals and 76% of client-side marketers were using online analytics, for example, just 31% and 37%, respectively, were using call center data. And fewer than one in five overall were using mobile app analytics. The customer journey has become more complex since, first, the advent and rise of digital shopping and buying, and, more recently, the same phenomenon on mobile devices. Customers who begin the research process in one place may use several channels before finally making a purchase—and may go on to use several more in the post-purchase phases of the customer journey, such as loyalty. Get the full story at eMarketer