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  • Lecture 2 User Path

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    Ivelina Andonova
    10 views13 pages
    This document outlines a marketing funnel model consisting of four phases: See, Think, Do, and Care. It discusses key performance indicators (KPIs) for measuring awareness, consideration, and interactions at each phase of the funnel. Finally, it examines standard assumptions about which media reaches certain audiences and proposes realigning marketing focus with the consideration phase.

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    This document outlines a marketing funnel model consisting of four phases: See, Think, Do, and Care. It discusses key performance indicators (KPIs) for measuring awareness, consideration, and interactions at each phase of the funnel. Finally, it examines standard assumptions about which media reaches certain audiences and proposes realigning marketing focus with the consideration phase.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    10 views13 pages

    Lecture 2 User Path

    Uploaded by

    Ivelina Andonova
    This document outlines a marketing funnel model consisting of four phases: See, Think, Do, and Care. It discusses key performance indicators (KPIs) for measuring awareness, consideration, and interactions at each phase of the funnel. Finally, it examines standard assumptions about which media reaches certain audiences and proposes realigning marketing focus with the consideration phase.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    SEE `

    THINK
    DO
    CARE
    ROAD TO LAUNCH

    Consider/Awareness Evaluate Purchase Loyalty

    SEE THINK DO CARE


    KPI

    Key performance indicators


    Awareness phase
    Reach & Frequency
    Brand uplift
    Ad recall
    Top of mind
    %
    Consideration
    • Engagement
    • Time on site / pages per visit
    • Returning visitors
    • Clicks
    • Impressions
    • CTR = clicks / impressions %
    Interactions
    • 7-8

    • 10

    •6
    • 20% въвеждащи

    • 60% асистиращи

    • 20% затварящи
    • ROPO

    • Store visits
    Benchmark
    STANDARD ASSUMPTIONS OF MEDIA
    CERTAIN MEDIA REACHES CERTAIN AUDIENCES

    SEO SEO
    AF F I LIAT E
    S
    D I S P LAY

    SEM

    SEE THINK DO
    BREAKING DOWN ASSUMPTIONS
    RE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE

    SOCI S O C IA L
    AE
    S L SE SE
    O O A F FOI LIAT E
    S
    D I S P LAY D I S P LAY D I S P LAY
    YOUTUB
    YOUTUBE YT
    E
    SEM SEM SEM
    EMAIL
    EMA
    IL
    SEE THINK DO

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