Find and accelerate revenue growth for brands: A new take on the brand purchase funnel framework

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.


The brand purchase funnel (also described as consumer decision journey, shopper journey or path to purchase) is one of the most cited and researched frameworks in the marketing community. However, it's still a challenge for many companies to transform the often descriptive insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework – modified from the brand purchase funnel – to bridge data on what consumers are seeing, thinking, experiencing, and buying and offer a total view of this...

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