Using a Purchase Funnel to Measure Marketing Effectiveness: Better than Last-Click Attribution But Far From Perfect
Customer Experience Matrix
JUNE 9, 2010
This is no different from the “sales funnel” that sales managers have long measured, nor from the AIDA model (awareness, interest, desire, action) that structures traditional brand marketing. The conceptual foundation of Marketo’s approach is that it tracks the movement of customers through the buying stages.
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