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Consumer journeys have been around since we first started to buy and sell from each other! The terminology and models may change, but marketers have been trying to accurately track paths to purchase for more than 100 years. Nevertheless, the focus on journey research has undeniably grown over the last decade. From the introduction of linear purchase funnels in the late 19th century to today’s complex consumer journey maps, the evolution of such frameworks shows how useful they’ve traditionally been for agencies and brands. That utility is based on the fact that a framework allows us to explicitly state our goals.