AUGUST 2021
THE EVOLUTION OF CUSTOMER JOURNEY
MANAGEMENT, FOR MARKETING AND BEYOND
Acknowledgements
This report would not have been possible without the significant
contributions of the industry leaders who supported our research and shared
their opinions with us. In particular, Winterberry Group is grateful to
our project sponsors for their time, efforts and insights:
Premier Sponsor
Supporting Sponsors
NOTICE
This report contains brief, selected information and analysis pertaining to the advertising, marketing and technology industries and has been prepared by Verista Part-
ners Inc. d.b.a. Winterberry Group. It does not purport to be all-inclusive or to contain all of the information that a prospective manager, investor or lender may require.
Projections and opinions in this report have been prepared based on information provided by third parties. Neither Winterberry Group nor its respective sponsors
make any representations or assurances that this information is complete or completely accurate, as it relies on self-reported data from industry leaders—including
advertisers, marketing service providers, technology developers and agencies. Nor shall any of the forgoing (or their respective officers or controlling persons) have any
liability resulting from the use of the information contained herein or otherwise supplied. All trademarks are the property of their respective owners.
Copyright Winterberry Group (c) 2021 All rights Reserved
In the process of developing this paper on customer
journey management, Winterberry Group spoke to senior
industry experts from both the US and Europe. These
experts represented companies involved in all aspects
of customer journey management, ranging from global
data and technology companies, digital transformation
agencies, and end user clients. To complement
these interviews, WG ran an online survey of senior
brand marketers and marketing decision-makers
in April 2021 across the US and UK.
The objective of this paper is to facilitate better
understanding of this rapidly changing market,
currently being driven by a mixture of technological
innovation, promotional and purchase channel
transformation, and cross-channel data quality.
The market challenge remains for brands to continue
to better understand and serve their customers, when
and where they are along the customer journey.
WINTERBERRY GROUP AUTHORS
Michael Harrison
Managing Partner
Charles Ping
Managing Director EMEA
Dave Frankland
Managing Consultant
INTRODUCTION 3
TABLE
OF CONTENTS
06Executive Summary
07Keeping Up With Customers Is Increasingly Difficult
10Enter Customer Journey Management
12The Components Of Customer Journey Management
24About Our Sponsors
27 Methodology
29About Winterberry Group
TABLES
AND CHARTS
9The evolution of customer journey management - Table 1
13How organisations manage customer data - Figure 1
14How organisations manage customer journeys - Figure 2
15The biggest challenges in expanding capabilities to measure marketing
effectiveness across the customer journey - Figure 3
16Customer journey use case examples - Table 2
17How organisations focus customer journey management delivery - Figure 4
18The customer journey management maturity curve - Figure 5
22How customer journey management capabilities differ by maturity - Table 3
23How organisational attributes differ by maturity - Figure 6