It’s the process that helps a company to understand and personalize the individual’s customer experience from they begin to consider a purchase to buying. It maps the target buyer’s search intent when they first research a product and continues through the stages and across devices until they reach a solution. Across the globe, marketing funnels have reshaped and companies must tailor processes to engage each customer' journey to purchase individually. Integrated data insights and analysis skills cobmined with adequate marketing, technology, and data science resources makes it easier for organizations to develop an accurate picture of their customer journeys.