The document discusses modeling the consumer journey to deliver actionable insights using metrics that inform relationship marketing. It introduces a deep relationship marketing attribution model that leverages cognitive influences to provide a strategic framework and tactics. The model depicts the consumer journey through awareness, consideration, purchase, and advocacy phases and how understanding cognitive drivers can develop effective marketing strategies.

1. MODEL the CONSUMER JOURNEY to deliver
ACTIONABLE INSIGHTS using METRICS that inform the
RELATIONSHIP MARKETING needs of your AUDIENCE.

2. MODEL
DEEP Relationship Marketing Attribution Model
By leveraging the cognitive influences that drive human interaction,
we have designed a model that provides the strategic framework for
all relationship marketing communications and tactical disciplines.
From this vantage point, predictable
patterns of human behavior emerge.

3. MODEL
DEEP Relationship Marketing Attribution Model
CAUSE
An action or event will produce a certain response to the action in the
form of another event. Human behavior is not a linear process, but
rather variables of cognitive influence that result in a particular outcome.
CORRELATION = CAUSATION
EFFECT

4. MODEL THE CONSUMER JOURNEY
DEEP Relationship Marketing Attribution Model
Let’s start by remembering that a
CAUSE
“consumer” is actually a “human
being” and not some numerical
equation on a spreadsheet.
It is important to cultivate
relationships and nurture people
through the consumer journey.
Every person will navigate through
these four phases of interaction
EFFECT
regardless of product or service.

5. MODEL THE CONSUMER JOURNEY
DEEP Relationship Marketing Attribution Model
Individuals and groups of people have
CAUSE
different cognitive needs that must be
met in order to make any decision.
How well you satisfy those cognitive
needs will determine the relationship
you have with your audience.
Marketing and advertising tactics
should be deployed to manage and
influence consumer behavior in a
EFFECT
natural and integrated way.

6. MODEL THE CONSUMER JOURNEY ACTIONABLE INSIGHTS
DEEP Relationship Marketing Attribution Model
All human interaction is
CAUSE
dependent on his or her
relationship with the subject.
How deep those relationships are
will determine how quickly the
brain processes each of these
steps before taking any action.
By understanding the cognitive
drivers of human interaction, you
can develop marketing
EFFECT
communication strategies and
tactics that drive actionable
insights at each step.

7. MODEL THE CONSUMER JOURNEY ACTIONABLE INSIGHTS METRICS
Addressable
Exposure
DEEP Relationship Marketing Attribution Model
Familiarity
Frequency
Awareness
Because the people you are communicating with
Resonance
CAUSE
will be at different points in the decision making Sentiment
process, tactics that best satisfy the needs of
Association
individuals within each phase should be prioritized.
In-Market
Recall
Intent
Response
More data does not mean greater insights.
Inquiry
Actions
Success metrics and key performance indicators
Time Spent
should be established to measure the effectiveness
Customer
Usability
of your initiatives at each step towards building and Time Lag
Conversion
maintaining your high value consumer relationships.
Attrition
EFFECT
Opt-In
From here, all other diagnostic campaign metrics
Mentions
can ladder up into one cohesive framework.
Advocate
Recommend
Influence
Volumetrics
Favorability
Lifetime Value

8. MODEL THE CONSUMER JOURNEY ACTIONABLE INSIGHTS METRICS AUDIENCE
Addressable
Exposure
DEEP Relationship Marketing Attribution Model
Familiarity
Neurographic Archetype & Audience Segmentation
Frequency
Awareness
Neurographics has been scientifically proven to have Resonance
CAUSE
Sentiment
far greater influence over human perception and
behavior than demographics and psychographics. Association
In-Market
Recall
Intent
Neurographic archetyping provides insight into the Response
predictability and scalability of consumer actions and Inquiry
Actions
offers a much deeper understanding of causation.
Time Spent
Customer
Usability
Identifying the composition and distribution of your
Time Lag
audience’s neurographics is the foundation for Conversion
building highly robust personas which can be layered Attrition
EFFECT
Opt-In
or correlated with all other audience segmentation.
Mentions
Advocate
Recommend
Influence
Volumetrics
Favorability
Lifetime Value

9. MODEL THE CONSUMER JOURNEY ACTIONABLE INSIGHTS METRICS AUDIENCE
Cultural Engineering
Addressable
Exposure
DEEP Relationship Marketing Attribution Model
Familiarity
Neurographic Archetype & Audience Segmentation
Cultural engineering is the process of Frequency
servicing and satisfying individual Awareness
Resonance
needs to influence the attitudinal shifts
CAUSE
Sentiment
of the collective society as a whole.
Association
In-Market
Recall
Intent
DECISION: INFLUENCE Response
Inquiry
Actions
1) Mindsets
Time Spent
Customer
Usability
2) Behaviors Time Lag
Conversion
Attrition
3) Paradigms
EFFECT
Opt-In
Mentions
4) Cultures
Advocate
Recommend
Influence
Volumetrics
HABIT: CONDITIONING Favorability
Lifetime Value

10. MODEL THE CONSUMER JOURNEY ACTIONABLE INSIGHTS METRICS AUDIENCE
Cultural Engineering
Addressable
Exposure
DEEP Relationship Marketing Attribution Model
Familiarity
Neurographic Archetype & Audience Segmentation
Social integration throughout the consumer Frequency
journey will offer fluidity of information, Awareness
Resonance
regardless of touch-point, which will facilitate
CAUSE
Sentiment
and expedite the cultural engineering process
Association
and strengthen brand relationships.
In-Market
Recall
Intent
DECISION: INFLUENCE Response
Inquiry
Actions
1) Mindsets = Individual Thought
Time Spent
Customer
Usability
2) Behaviors = Individual Action Time Lag
Conversion
Attrition
3) Paradigms = Collective Thought
EFFECT
Opt-In
Social Fusion
Mentions
4) Cultures = Collective Action
Advocate
Recommend
Influence
Volumetrics
HABIT: CONDITIONING Favorability
Lifetime Value

11. MODEL THE CONSUMER JOURNEY ACTIONABLE INSIGHTS METRICS AUDIENCE
Cultural Engineering
Addressable
Exposure
DEEP Relationship Marketing Attribution Model
Familiarity
Neurographic Archetype & Audience Segmentation
Frequency
Awareness
Resonance
CAUSE
Sentiment
Association
In-Market
Recall
Intent
Response
Inquiry
Actions
Time Spent
Customer
Usability
Time Lag
Conversion
Attrition
EFFECT
Opt-In
Social Fusion
Mentions
Advocate
Recommend
Influence
Volumetrics
Favorability
Lifetime Value