Emo­tion­al­ly-dri­ven cus­tomers of either busi­ness type find the cus­tomer jour­ney extreme­ly impor­tant. How­ev­er, with a slew of both tra­di­tion­al and dig­i­tal mar­ket­ing efforts dri­ving the buy­ing process, it can be dif­fi­cult for busi­ness­es to effec­tive­ly track the cus­tomer jour­ney and, there­fore, pro­vide fur­ther per­son­al­iza­tion.