The process of achieving key business requirements (KBRs) through data-driven journey optimization presents its own unique challenges. In the early stages, the amount of data available was limited, which made it difficult to generate insights. However, as web analytics have evolved, a wider variety of data types are now being captured, resulting in an enormous volume of data for analysis. As a result, it has become increasingly challenging to derive meaningful insights and present them through a story. Some of the main challenges of doing this include: