The consumer journey the question is how to relevantly optimize the amount of data that our customers leave us in the process we call the consumer journey although we try to explain this process that the Digital Marketing Service consumer does in a simple way the journey of the connected consumer does not exist it is not a step-by-step exercise it is not a process that we can easily deduce it is totally unpredictable it occurs in real time and there are many blind spots where we are still not gathering information correctly. Anyone who wants to be successful in the experience economy must become an expert in capturing processing and using data.
Volatile uncertain complex and ambiguous world the concept of understanding the consumer journey as unpredictable is known as vuca and was created by the us army war collage to describe the volatility uncertainty complexity and ambiguity of the world that emerged after the end of the cold war. The term began to be used in the s and some time later began to be used in the fields of business strategy applying to all types of businesses. Vuca comes from the english words volatility uncertainty complexity and ambiguity. And that is the world we live in today. If we analyze it from the point of view of communication brands and consumer relations we can understand volatile.