Visualizing and Measuring

Measuring the Customer Journey

Moving Today’s Connected Customer from Awareness to Conversion

“A brand is no longer what we tell the customer it is, it is what customers tell each other it is.”

– Scott Cook, co-founder, Intuit

Gone are the days when an organization could control the customer’s perception of their brand and offerings. Instead of the direct “customer sees ad, customer makes purchase” process, customers have become rabid researchers. 88% of U.S. customers engage in some form of additional, online research prior to making a purchase decision. What used to be a “prompt to purchase” has now become only a “prompt to learn more”.

The ability to present the right content, in the right place, at the right time has never been more critical. When freely provided, customers are 97% more likely to tell a friend and 94% more satisfied with their decision. The following graphic describes the current “random walk” taken by today’s customer prior to making a purchase. (Statistics from Google Insights)

Measuring Cinema ROI

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