Understanding the customer journey is one of the most pressing issues for businesses today as it bridges the gap between online and offline customer interactions. All of this leads to misguided marketing actions. This means that marketers should not only focus their efforts online, but also measure the impact of phone calls on the offline sales process. Most track calls from website tools integrate with CRM tools. Typically, this also includes call analytics, which allows companies to collect and store customer data and use it later for analysis. What marketing tools do you use?