A consumer products company is interested in finding ways to innovate utilizing business analytics.

A journey map is a visual representation of the interactions and experiences of a customer or stakeholder with an organization, product, or service over time. A journey map can help identify pain points, gaps, opportunities, and emotions along the customer journey. A journey map can also help understand the current state of the customer experience and how it can be improved or innovated using business analytics.

References:Guide to Business Data Analytics, page 55; Introduction to Business Data Analytics: An Organizational View, page 18.