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. Even more fundamentally, stage analysis assumes that each message applies to a single marketing stage. But it’s far from the ultimate solution.
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