Is it really necessary for brands have more than one Facebook or Twitter account? Customers can easily engage brands on social, therefore many brands make use of dedicated customer service accounts. But before you launch into social overdrive you need to define your purpose for being on social.

Are you happy with how your website is performing, or would you like it to drive more conversions? Incorporating a structured approach to your testing is one of the ways you can improve your conversion rate.

Data provides deeper insight and understanding of the decision-making process of your customers. Here's how to use Think with Google's planning tool along with their wealth of data to inform your Customer Journey maps.