Workflow, or sometimes called process .... whether B2B or B2C makes sense to understand it before looking for tools.
Analytics and Workflow By Denis Pombriant
" ... At this point in a client discussion, I usually ask people to tell me the kind of information they want to get before thinking about products, but now I think this might be jumping the gun. Before asking what kind of information you want, it would be an excellent thing to better understand what processes or workflows you're trying to influence. ... "
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