The complete customer journey: avoiding technology and business barriers to measure the total value of media

Purpose – This article aims to further discussion on viable methods for marketing measurement that account for the complete customer journey by exploring common technology and communication barriers and solutions. Design/methodology/approach – Extensive industry experience with technical and business methods, referenced in cited case studies, and research on available methods of tracking, also cited, informed the analysis contained within the article. The article is intended as a jumping off point for further conversation and debate. Findings – Internal (author informed) case studies, and current industry offerings reveal that extant technology and standard business practices prevent the development of a total value model of marketing measurement. These barriers must be corrected before a complete picture of media efforts can be realized. Practical implications – A total value model of marketing will require correcting for extant insufficient technology, and coordinating data and knowledge integration between business departments, to facilitate analysis of both online and offline marketing, and discern the value of individual media along the customer journey that lead to sales. Originality/value – This article consolidates and pinpoints the crucial barriers to a method of marketing measurement that reveals online and offline media value along the entire customer journey. It offers solutions, for C‐level executives and marketers, to these barriers, and suggests that the most critical factor is internal business knowledge and practices.