“As the world has become digital-first, it’s no wonder that Omni channel experiences are getting more sophisticated—with nearly as many customer journeys as there are customers. And while no two journeys look exactly alike, we can explore an example of a common experience: Let’s imagine you’re a tech company that sells a new application that helps consumers improve their fitness, or perhaps you’re selling the application to another company who will then advertise it to their customers. The journey—from discovery to try to buy—could span weeks or even months and include as many as a half dozen channels.”