Gartner Research

Where Marketers Get Data to Inform Personas and Journey Maps

Published: 15 September 2017

ID: G00333769

Analyst(s): Augie Ray


Marketing leaders seeking to improve their brands' customer experience need personas and journey maps that are grounded in data and effective at driving action. Where does that data come from? Start with the data your organization already has to improve the quality and impact of your CX assets.

Table Of Contents
  • Key Challenges



  • Start With Current Customer Data Before Turning to External Sources
  • Gather Customer Data From a Variety of Sources to Inform Personas and Journey Maps
  • Identify and Plug CX Data Gaps
  • Align the Right Data With the Right Persona and Steps in the Customer Journey

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