We’re at a tipping point in digital marketing; with 88 percent of consumers engaging online in the pre-purchase research stage, which makes it no longer sufficient to start the “getting to know you” process once a customer makes a purchase or signs up for email updates. To stay competitive, digital marketers are increasingly looking for fresh ways to understand intent and strengthen connections with potential customers before they make themselves known. This calls for an evolved approach for how we measure and optimize the customer journey – in particular, the critical yet often overlooked “anonymous customer journey.”