Great customer experiences are easier to imagine than to understand and deliver, which is why tools that help marketers analyze the customer journey are finding a spot in businesses’ technology stacks.

A new generation of purpose-built tools have arisen for customer journey analytics, while more established players have augmented their enterprise-level offerings with these capabilities.

The majority of vendors offer one or more of the following features:

• Data gathering from a wide variety of channels and touchpoints
  
• Analysis using artificial intelligence and machine learning
  
• Customer journey visualization
  

Explore capabilities from vendors like Adobe, Pointillist, SharpSpring, Salesforce and more in MarTech's "Enterprise Customer Journey Analytics Tools: A Marketer's Guide".