Customer Experience Matrix: Pointillist Journey Orchestration Discovers Customer Paths for Itself (Marketing Automation is Doomed, I Tell You) | The MarTech Digest |
What makes Pointillist a journey orchestration engine is that it can describe and act against customer journeys. The acting part is especially important, because it makes Pointillist more than simply an analysis tool.

What Pointillist really does from a user point of view is let you pick sets of customers and events to analyze. Users drag the events onto a workspace and connect them with lines to indicate the sequence to analyze. The system then scans its data to find how many customers had an instance of each event and draws lines whose thickness indicates how many passed customers from one event to the next. In other words, it creates a journey map.

Or, and this is my favorite part, you can tell Pointillist to discover the most important paths on its own.  It does this using machine learning to determine which paths have the highest combination of frequency, exclusivity, and correlation to a goal (a user-specified event). Users can adjust the balance among those three factors and can further train the algorithm by telling it which connections they feel are important. Because Pointillist is doing the analysis in memory and considerately visualizes its results, you can  watch it test different connections until it settles on a final set.