Marketers use any number of data points to inform the recommendations they make to customers. But do they really know the causes behind why customers prefer one product or message over another? One way to find out is using AI to analyze more data from the entire customer journey, instead of depending on limited results from specific A/B tests. "The ability to understand the true drivers behind customer behavior across the journey is transformative," said Zubair Magrey, GM, marketing for U.K.-based decision-making software company causaLens at The MarTech Conference. That's because the data alone doesn't provide a full picture.