Consumers today have a more complex path to purchase than we’ve ever seen. They’re exposed to more media, visit more channels, and use more devices than ever before. Technology has enabled consumers to experience a more holistic customer journey, which is a good thing for marketers. It gives us more opportunities to engage with and influence consumers. But it also means a higher likelihood for our messages to miss them.

Marketing for today’s customer journey is hard, but if done correctly the opportunity pays off.

That’s why it’s critical to first understand how consumers behave in an omni-channel world, and then be able to measure, analyze, and plan for it.

We’ve rounded up 33 stats confirming why you need to embrace the new customer journey and understand:

customer journey

Behavior: Shifting Engagement With Media

70% of consumers use 3 or more channels to research a purchase – we don’t even give much thought to the channels and devices we use anymore. How we engage with our desktops, smartphones, and tablets to how we shop online, over the phone, and in-person is seamless. While we may not realize how much of an omni-channel marketplace we’ve created for marketers, we notice when we don’t receive a personalized and stress-free user experience from brands.

What You Need to Know About Consumer Behavior:

80% of online millennials follow a cross-device path to purchase.

85% of adults ages 18-49 use multiple devices at the same time.

Over 75% of online adults ages 18–54 start an activity on one device and then continue or finish it on another.

In the US, people now spend 65 percent of their digital media time on mobile.

96% of smartphone owners use their smartphone to get things done.

More than 50% of all web traffic is now coming from smartphones and tablets

Consumers who use mobile search to help make a decision are 40% more likely to call a business.

Marketing viewed on mobile devices will drive nearly 130 billion calls to US businesses in 2017.

76% of people who search on their smartphones for something nearby visit a business within a day.

87% of consumers conduct research before entering a store.

70% of smartphone owners who bought something in a store first turned to their mobile devices for information relevant to that purchase.

When in stores, 82% of smartphone users turn to their devices to help them make a product decision.

Measurement: Getting Set Up for Omni-Channel

Right now it’s still a toss-up whether marketers feel prepared with the right attribution model to measure an omni-channel customer journey. It first takes understanding consumer behavior and then determining how best your business can track that consumer behavior.

What You Need to Know About Measurement:

40% of enterprises still use first-touch or last-touch attribution.

35% of marketers admitted it meant they simply did not understand the customer journey.

60% of marketers say they have no data strategy or their data strategy is still being developed.

Only 26% of marketers believe that their marketing analytics tools are well-integrated and work seamlessly together.

56.7% of marketers are not at all confident or somewhat confident that their current martech stack is well suited to support the optimal use of audience data.

47% of mainstream organizations say they track cross-device behavior, but that it doesn’t factor into decision-making.

Leading marketers were 75% more likely than the mainstream to have moved to a more holistic measurement model in the last two years.

Only 32.9% of marketers are confident – and only 5.2 percent are “extremely confident” – that their internal teams have the right expertise, skills, and experience to support their data-driven initiatives.

74% of marketers said matching customers across devices was a priority for 2016, yet only 14% felt they had the capability to do so.

89% of agency employees agree that “Not being able to track cross-device campaigns” is holding back the growth of mobile.

59% of marketers expect their organizations to be data-centric within the next two years.

Graduating to cross-device communication may be a hurdle for some marketers, as 69% say they do not have data alignment within their companies.

Analysis: Receiving Actionable Customer Journey Data

It’s all well and good when you understand consumer behavior and can measure it, but how do you analyze it? What does this information tell you? Marketers who use their analytics effectively are seeing results.

What You Need to Know About Analysis:

29% of respondents who currently use data analytics have seen a significant shift across the board in their ability to deliver superior customer experiences.

53% of “sophisticated marketers” stated they adhere to well-established metrics that tie directly to business objectives.

US retailers see 16% more search ad conversions when cross-device data is included.

Sophisticated marketers who deploy a complete marketing analytics stack of five or more tools are 39% more likely to see improvement in the overall performance of their marketing programs.

Planning: Making Sure You’re Ready for the Future

Every marketer wants to be equipped to make educated decisions when planning for the future. And it’s even more important to do that when your customers follow a winding path to purchase. When marketers take what they know about consumer behavior, analyze it, and can apply that knowledge to future plans and budget decisions they’re set up to win.

What You Need to Know About Planning:

Highly data-driven organizations are 3x times more likely to report significant improvement in decision-making.

Yet, 62% of executives still rely more on experience and advice than data to make decisions.

45% of senior marketers are confident in their company’s understanding of the customer journey.

29% of respondents who currently use data analytics have seen a significant shift across the board in their ability to deliver superior customer experiences.

There’s a new customer journey. The marketers succeeding are those who have created a seamless experience for consumers, and are prepared to measure and analyze it. Are you ready?

Learn more about the new customer journey, and the role both offline and online conversions play in it, in our free guide, Calls and the New Customer Journey: How Marketers Drive Revenue by Mastering the Call Channel.