In our last article, Lifecycle mapping: uncovering rich, predictive data sources, we discussed the importance of mapping out your customer lifecycle to better understand where your most predictive customer data is hiding. Now, we'll pose some questions to help identify your predictive customer attributes and lifecycle events, pinpoint where that data is located, and recognize patterns to predict outcomes for future prospects, leads, and customers. Data discovery is the second stage in the customer lifecycle optimization (CLO) process. The primary task of this stage is to expand on your lifecycle map to identify authoritative data sources that establish progress. At each stage, prospects, leads, and customers will complete certain events that will individually or collectively trigger a transition in or out of that stage.