This document outlines key stages in a customer funnel from awareness to purchase, including consideration and influence. It describes common digital marketing tactics used at each stage like display/video ads and branded content. Metrics for measuring the impact of these tactics are provided, such as brand awareness, favorability, purchase intent, sales uplift and ROI. The document notes some challenges in interpreting metrics like self-reported purchase intent.

1. Customer
funnel stage
Customer
triggers
Digital
Execution
Measurement
objective
Data sources
KPIs
Impact
timeframe
Awareness Consideration Purchase
Branded
Display/ Video
Branded
Content
Branded
Display/ Video
Branded
Content
Acquisition Display
• Brand discovery
• Mental availability
• Brand attribute cognition
• Trust and Engagement
• Consideration set
• Immediate conversion
• Medium to long term purchase habits
• Loyalty
Medium and long term
Attitudinal and Behavioural
Medium and long term
BRANDING ACTIVATION
Short and medium term
Data type
• Brand awareness uplift
• Brand perception uplift
• Understand creative performance
• Emotional engagement uplift
• Brand engagement uplift
• Brand consideration and purchase intent uplift
• Conversion
• Sales uplift
• ROI
Behavioural
Brand surveys Brand surveys Brand Surveys Analytics dataAnalytics data
• Total brand awareness:
• Top of mind brand
awareness
• Aided brand awareness
• Advertising recall
• Message resonance
• % ad views
• Ad dwell time
• % audience
delivery profile
• % in target
• Brand Favourability
• Brand Consideration
• Bespoke brand KPIs
• Purchase Intent
• Return on Brand
Impact
• Footfall
• 1st and 3rd party
sales analysis
• CPA
• CPC
• ROI
• Budget
• Time
Key
considerations
Self reported
purchase intent is
inflated
• Attitudinal data must be optimised
through actionable insight and learnings
• Behaviours can
be gamed.
• Short term,
binary
Products or Stores?
Offline or online
impact?
INFLUENCE
Amplification
Social, Influencer
• Word of mouth
• Brand advocacy
Short to Long
• Conversation uplift
• Positive brand
sentiment
Attitudinal and
Behavioural
Social analytics and
consumer panels
• Conversation volume
• Brand Sentiment
• Brand Sharing
• Brand Influence
• Only 10% of brand
conversations happen
online