33 Kellogg Insight Looking to cut through the noise and really reach customers? Done right, digital-media storytelling has incredible power to create conversations between brands and consum- ers. Sawhney explains why “transmedia storytelling” is the next frontier in branding. Read more on Kellogg Insight. experience could be personalized, rethought, or otherwise improved, and then rigorously testing which interven - tions work. “The decision becomes where along the customer journey to run the company’s analytics models. Think of it like: you first need to build a road, and then you need to decide whether to drive on the first mile of the road, or the last mile of the road, or some mile in between,” says S awh ne y. As a starting point, he suggests looking for leaks in your customer funnel, as these are the places where you are clearly letting your customers down, and a new approach would benefit both of you. “Look for areas where you are failing, areas where you’ve got problems. And that becomes the point of attack for pre - dictive models or analytics applications.” Say you’re an app developer. Your mar - keting campaign generated 100,000 leads—and most of those have signed up for a free version of your product. But very few are shelling out for the paid Based on insights from Mohan Sawhney