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The purchase unnel aka the marketing, conversion, or sales

unnel has long been the backbone o traditional marketing

programs. First introduced in 1898, it depicts the theoretical

journey that consumers take rom their initial exposure to a brandto their becoming rst time and ultimately repeat customers. The

original purchase unnel, or the AIDA model, characterizes this

journey as a series o our stages: awareness, interest, desire

and action. Since its initial adoption, the unnel has been updated

to include CRM concepts such as loyalty and advocacy, and to

address the maturation o buyers behavior over the last century,

but the concept has largely withstood the test o time.

Marketing Silos Complicate the Purchase Funnel

In the digital world, the purchase unnel typically operates in

a silo within each channel. For example, search marketers

categorize generic keywords as top-o-the-unnel, since they

generate customer awareness or the brand. Keywords that are

more specic and narrow are labeled as bottom-o-the-unnel

because they lead to higher conversion rates and sit closer to

the sale itsel. Although some eort has been made to step out

o these silos and categorize all marketing into various unnel

stages, it has been limited to individual marketing analysts and

requires some serious eorts on their part to overcome the

limitations o last-click attribution. With multi-touch attribution

becoming more common and attainable, we can now examine

cross-channel purchase unnels, taking all marketing touch

points into consideration.

To understand the real impact of the marketing funnel, marketers need to use the right fractional credits obtained from a data-driven,

advanced attribution model.

Adding Advanced AttributionTo The Purchase Funnel

THOUGHT BEHAVIOR

Awareness Interest

Familiarity Desire

Comparison Consideration

Intent Purchase

Trust Loyalty

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An attribution solution with unnel stage reporting helps

marketers understand the complete purchase journey, whether

it is entirely online or includes ofine channels. These reports

simpliy the traditional AIDA purchase unnel denitions into

three main stages: introducer, promoter and closer. The

introducer aligns with the awareness stage; and the closer,

the action stage. The promoter stage represents all the middle

unnel activity such as interest, evaluation and consideration.

Channels and campaigns are as unique as a consumers

journey through the unnel and they arent always easily

segmented into one o the three stages. For instance, a display

channel oten incorporates aspects o each. It can act entirely

in isolation or as an assist player that successully infuences

conversions in combination with media rom other channels.

Using Advanced Attribution to TargetConsumers Based on Where They Arein the Purchase Funnel

Todays unnel stage reports provide new insights into a

channel, site or campaigns role as an introducer, promoter

or closer. Standard unnel stage reports do this with a simple

counting exercise. For example, to determine the role o a

site, they count the number o times the site is the rst, last

or in-between touch point. They have the advantage o being

multichannel, meaning they can aggregate some o the siloed

data, but they are still limited in their scope and do not provide

metrics that are comprehensive enough to determine where the

channel sits on the introducer to promoter continuum.

By contrast, ractional attribution models assign partial credit

to every touch point leading to a conversion and are able to

identiy the infuence each one had on driving the conversion.

Advanced attr ibution models use a data-driven approach to

allocate the credit due to each touch point.

There are several ways that the ractional attribution model can

be useul:

Planning better campaigns and aligning organizational goals

o driving brand impact or conversions through a better

understanding o channel sequencing

Accelerating customers journey through the purchase unnel

by identiying and addressing ineciencies and lags along

their path

Customizing communications to be more relevant based on

the unnel stage: tailored, educational messaging or creative

that serve predominately as introducers and saving oers or

channels that serve as closers Incorporating CRM systems to re-engage with past customers

to promote repeat purchase, advocacy and to reduce churn

Using multi-touch attribution to understand the marketing unnel

is a huge step in the right direction. To understand the real

impact o the marketing unnel, it is critical that marketers use

the right ractional credits derived rom a data-driven, advanced

attribution model.

NEXT STEPS

To learn more about Adometry, advanced attributionand media verication, please visit us at www.adometry.com

About Adometry

Adometry, Inc. redenes marketing analytics by combining and interpreting previously silo-ed sources o big data to

generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution

platorm, Adometry processes tens-o-billions o marketing touch points rom online and ofine media channels or

some o the worlds largest advertisers to identiy the true consumer purchase journey. Adometrys scientically proven

methodology and fexible, easy-to-implement solution generates the industrys most accurate insights, in the shortest

amount o time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra

Ventures, Shasta Ventures and Stanord University. For more inormation, visit www.adometry.com

Copyright 2013. Adometry, Click Forensics and ClickScore are registered trademarks o Adometry, Inc. Adometry Attribute is a trademark o

Adometry, Inc. All Rights Reserved. 0513

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ino@adometry.com