Introduction
The brand purchase funnel (also described as consumer decision journey, shopper journey or path to purchase) is one of the most cited and researched frameworks in the marketing community. However, it's still a challenge for many companies to transform the often descriptive insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework – modified from the brand purchase funnel – to bridge data on what consumers are seeing, thinking, experiencing, and buying and offer a total view of this...