April 20th 2021 15:02 Optimising customer journeys involves an increasing amount of interconnected martech and data, particularly where machine learning is involved. On a recent Econsultancy webinar, editor Ben Davis discussed the topic of customer journey optimisation with Iain Noakes, former VP Effectiveness Marketing & Optimisation at The Economist, and Ben Wild, Business Lead at Coveo. They also discussed the role of ‘smart’ martech (powered by machine learning) in providing relevance to customers. You can watch the webinar on demand, but here are a few highlights from the discussion, including advice on where to start with customer journey mapping. The ‘inside-out’ approach to customer journey optimisation