Companies transforming to become customer-obsessed are using journey analytics as a catalyst to help them become customer-led, insights-driven, fast, and connected. Companies slip into an impoverished use of journey analytics when they use it in one of three ways: to validate assumptions instead of to discover; in a silo instead of throughout the enterprise; and as a one-off project instead of a change management tool. To use journey analytics effectively and at scale, proceed through four phases described here. This report paints the bigger picture and describes a phased approach that customer experience (CX) professionals should apply to reap the full rewards of journey analytics.