AREAS OF APPLICATION
Decision-making pathways are growing increasingly long and complex and many marketing activities no longer have a direct impact on final sales. Customers are influenced by a series of intermediate steps (such as price comparisons on the web, asking advice on social media or on specialized blogs or a quick visit to the store) prior to deciding to make their final purchase.
CustomerJourneyModeling is the econometric approach that was developed as an evolution of MarketingMixModeling to measure the effects of media and marketing activities on the decisional levers and on KPI that guide and influence the CustomerJourney, from the very first contact up to the final sale.
From communication to the business
AREAS OF APPLICATION
Decision-making pathways are growing increasingly long and complex and many marketing activities no longer have a direct impact on final sales. Customers are influenced by a series of intermediate steps (such as price comparisons on the web, asking advice on social media or on specialized blogs or a quick visit to the store) prior to deciding to make their final purchase.
CustomerJourneyModeling is the econometric approach that was developed as an evolution of MarketingMixModeling to measure the effects of media and marketing activities on the decisional levers and on KPI that guide and influence the CustomerJourney, from the very first contact up to the final sale.