Are you leveraging your path to
Hans Raemdonck
purchase as a path to growth?
Our thinking on key metrics for
understanding the path to purchase
WHAT TO MEASURE?
WHY IMPORTANT?
1. What are the dominant paths in the category? In
many categories consumers don’t necessarily go
through an active exploration/evaluation stage,
consumers may shortcut this stage and perform
auto-pilot buying or they perform impulse buying
which happens when trigger and purchase occur
simultaneously. Will help decide what proportion of budget is
deployed in terms of intervening along the path
to purchase (attention saliency), as opposed to
creating strong pre-trigger brand preferences
(memory saliency).
2. What is the reach and modeled impact of
different touchpoints in the path to purchase? Will guide deployment of resources across different
touchpoints.
3. What is the role of touchpoints in the path to
purchase? Touchpoints have different roles to
play in the path to purchase. For instance, some
touchpoints simply reinforce memory saliency
of a brand, other touchpoints are considered as
sources of inspiration, guidance on how to use
products, etc. Will guide the marketer on which content to deploy
for different touchpoints.
4. What are the pain points in the path to purchase? Informs marketers how they can introduce
innovations in the path to purchase and further
shape the path to purchase to their advantage.
5. How does your brand perform in the path to
purchase relative to competition, in general and
on specific touchpoints? These are key performance metrics, allowing for a
SWOT analysis, and providing further guidance to
define brand specific priorities.
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