Today’s always-on, digitally aware consumers have unprecedented access, choice, buying power brought on by mobile devices, social networks, and digital media. The path-to-purchase is not linear - it’s complex, irrational, and subject to bias. Mobile connectivity has fractured the consumer journey into hundreds of real-time, intent driven micro-moments. Join us as we explore the Modern Consumer Decision Journey, expose the stage-by-stage multitudes of influences that impact how consumers experience today’s real-time decision journey and uncover the many “whys” surrounding choice and behavior. http://info.signals-analytics.com/consumer-journey-introduction

1. B
rand’sabilitytodeliveronpromise
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EMBRACING THE MODERN
CONSUMER DECISION JOURNEY
The emergence of agile micro competitors, the ubiquity of mobile devices and the
proliferation of digital media offers today's always-on shopper unparalleled access, choice
and buying power. Accompanying this reality is a deluge of unconnected and unstructured
data, events and records against which the conventional analytics approaches of global
brands stand little chance towards revealing the many “whys” surrounding consumer
behavior and intent. Instead, the military-proven concepts of signals intelligence can
uncover a deeper understanding of the consumer decision journey, as well as the relative
opportunities within each critical stage, to drive optimal engagement and consumption.
Signals Analytics (www.signals-analytics.com) transforms the world’s unconnected data into real time actionable
insights to enhance customer experience, optimize product launches and propel breakthrough innovations. By
utilizing our augmented intelligence and decision science platform, consumer goods executives can stay ahead
of always-shifting consumer wants, needs and demands, as well as drive deeper omnichannel engagements
and greater brand loyalty to win in today's ultra competitive and increasingly fickle marketplace.
CONSIDER
(Initial Consideration)
PART 2
BUY
With brand awareness most critical, are your marketing
messages aligned with the latest consumer trends or
fads? Are audiences responding favorably to your brand
image or are competitors winning the battle? Are your
advertising channels truly effective and optimized?
A successful path to purchase requires
optimized omnichannel experience. Do
you understand how to rapidly close the
gap between purchasing intent and
propensity to buy? Is your customer
engagement strategy aligned to specific
needs and behaviors?
START
calls this:
IN
FINITY
L
O
O
P
EVALUATE
ADVOCATE
In the transition from a consumer to a customer,
is brand connectivity fully understood? Are they
passive or aggressive in sharing feedback? And
can unmet and undermet needs be discovered
for future product development efforts?
LOYALTY
LOOP
Anticipating consum
er nee
dsand
aligning
EXPERIENCE
the brand experience
t
o
thisisvital
FM
O
T
First Mom
en
tofTruth
Can you discover and understand the impact of
third-party reviews, key opinion leaders and
digital body language? Do you understand brand
preconceptions, relevance and connectivity
indicators beyond “likes,” “retweets” and “clicks?”
ZMOT
Zero
M
oment of Truth
PART
1
Do you understand the initial “whys” behind
consumer experience, sentiment and
satisfaction? Are customers sharing their
reasons for purchase? Are early impressions
positive, neutral or negative? Which digital
channels are they most utilizing?
TMOT
Thir
d
M
omentofTruth
Second Moment of T
ruth
SMOT
UMOT
Ultimate Moment of Truth
BOND
With the blending of digital and physical
experiences, are you anticipating different
interaction points with your brand or product?
Are these interactions aligned with and
geared towards satisfying consumer needs
and adaptable to changes?
With consumers now brand champions, can you
ensure they will enter the “Loyalty Loop” – not
get lost in the “Infinity Loop” – by determining
brand affinity traits and amplifying them via
preferred channels, as well as continuously
engaging in consumer centric innovation?