actûrus path to purchase - Acturus · Path to Purchase • Path Stages ... • Marketing Channel...
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At actûrus, our goal is to capture the consumer journey. We do this with our integrative and comprehensive Path to Purchase (p2p) analysis. Our experts leave no stone unturned in order to understand how consumers’ needs fit into the purchase process. By examining the dynamics of both emotional and functional decisions, we determine and understand the influences, stage gates, hurdles and inflection points that occur along the consumer journey. This results in an emotional understanding, as well as descriptive, tactical data that marketing and sales teams can use to evaluate targeting and advertising that will achieve the highest ROI. As a confident, reliable and consultative partner, we help our clients turn path to purchase insights into actionable results. Path to Purchase • Path Stages – From Awareness to Purchase • Emotional vs. Functional Drivers of Purchase • Triggers/Barriers • Competitive Strengths/Weaknesses • Marketing Channel Effectiveness • Promotions Overview Consumers are influenced by emotional and rational elements along their shopping journey, each with a different level of importance. Some of these influences include: • Traditional Advertising • Retail Sales Associates/Influencers • Friends and Family • Websites, Blogs, Forums • Social Media • Promotions/Events Understanding the intersection between preferred channels, brand importance, and product attributes is a crucial space that needs to be evaluated. We help our clients understand this space by identifying the steps along the Path to Purchase and their impact. Actûrus is an expert in Path to Purchase analytics. Every study design is custom, taking into consideration the brand, product, and category, as well as the way each client will use the data. Through extensive experience, we’ve found that our p2p design is best conducted in 3 stages: I. Internal Brand Team Activation Worksession II. Shopper Qualitative Ethnographies III. p2p Quantitative Survey & Advanced Analytics A Path to Purchase analysis can help: • Understand the channel, need state or shopping occasion where products are purchased and influences are discovered along the way • Identify the consumer consideration set and areas to target with strategic marketing • Know competitive strengths/ weaknesses by channel • Pinpoint what hinders consumers from completing the path to purchase cycle and how to better engage with consumers at each stage in order to encourage purchase cycle completion Interested in learning more about Path to Purchase? Contact one of our experts at 860.242.2005 to find out how we can help. p2p actûrus path to purchase
Transcript of actûrus path to purchase - Acturus · Path to Purchase • Path Stages ... • Marketing Channel...
At actûrus, our goal is to capture the consumer journey. We do this with our integrative and comprehensive Path to Purchase (p2p) analysis. Our experts leave no stone unturned in order to understand how consumers’ needs fit into the purchase process.
By examining the dynamics of both emotional and functional decisions, we determine and understand the influences, stage gates, hurdles and inflection points that occur along the consumer journey. This results in an emotional understanding, as well as descriptive, tactical data that marketing and sales teams can use to evaluate targeting and advertising that will achieve the highest ROI.
As a confident, reliable and consultative partner, we help our clients turn path to purchase insights into actionable results.
Path to Purchase• Path Stages – From Awareness to Purchase
• Emotional vs. Functional Drivers of Purchase
• Triggers/Barriers
• Competitive Strengths/Weaknesses
• Marketing Channel Effectiveness
• Promotions
Overview
Consumers are influenced by emotional and rational elements along their shopping journey, each with a different level of importance. Some of these influences include:
• Traditional Advertising• Retail Sales Associates/Influencers• Friends and Family• Websites, Blogs, Forums• Social Media• Promotions/Events
Understanding the intersection between preferred channels, brand importance, and product attributes is a crucial space that needs to be evaluated. We help our clients understand this space by identifying the steps along the Path to Purchase and their impact.
Actûrus is an expert in Path to Purchase analytics. Every study design is custom, taking into consideration the brand, product, and category, as well as the way each client will use the data. Through extensive experience, we’ve found that our p2p design is best conducted in 3 stages:
I. Internal Brand Team Activation WorksessionII. Shopper Qualitative EthnographiesIII. p2p Quantitative Survey & Advanced Analytics
A Path to Purchase analysis can help:• Understand the channel, need state or
shopping occasion where products are purchased and influences are discovered along the way
• Identify the consumer consideration set and areas to target with strategic marketing
• Know competitive strengths/ weaknesses by channel
• Pinpoint what hinders consumers from completing the path to purchase cycle and how to better engage with consumers at each stage in order to encourage purchase cycle completion
Interested in learning more about Path to Purchase? Contact one of our experts at 860.242.2005 to find out how we can help.
p2pactûrus path to purchase
acturus.com
Brand A
Brand B
TOUCHPOINT 1Owned media: cookies collected, unique IP – opportunity to begin targeted advertising and email
SNEAKERS WEAR OUT
TOUCHPOINT 2Paid media: banner ads for shoes seen
SEARCH INTERNET
TOUCHPOINT 4In-store branded experience – Influencer opportunity
GOES TO STORE
TOUCHPOINT 6Owned/Earned media: online presence – website extension
READS CUSTOMER REVIEWS
TOUCHPOINT 8In-store unbranded experience – exposure to POP merchandising/advertising
VIEWS SOCIAL MEDIA
TOUCHPOINT 3Earned media: Social Influencer (blogger)
READS BLOG
TOUCHPOINT 5In-store unbranded experience – exposure to POP merchandising/ advertising – Influencer opportunity/risk
NARROWS DOWN OPTIONS
TOUCHPOINT 7Influencers: friends persuade positive/negative
ASKS FRIENDS OPINION
TOUCHPOINT 9Goes back to shoe store to make purchase
MAKES IN-STORE PURCHASE
Examining Your Path to Purchase
The shopper path to purchase begins well before the customer enters the store. Once the need or desire for a product is triggered, there is a multi-phase process of research, decision-making and factors that can influence.
Example Path to Purchase Results
We provide you with data your teams can use. Utilizing information learned from prior segmentations or additional need states analyses, we profile consumers into a holistic Path to Purchase data output. Our reporting highlights information that you need to know at the inflection points that would make the most statistical difference:
