A small piece of website code used to collect data, deliver functionality, or support advertising and analytics tools. A common technical component of tracking, personalization, and marketing platform integrations. See
A framework that examines the underlying progress a customer is trying to make when choosing a product or service. A way to understand purchase motivation beyond basic demographics or product
The process of visually documenting the steps, needs, emotions, and touchpoints a customer experiences with a brand. A practical method for finding friction, gaps, and opportunities across the customer experience.
