Introduction

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 brand community from the perspective of the brand manager/owner. Using this new framework, we have also built an analytical engine that can take in current and historical data of hundreds of brands in Asia, using linear programming to simulate the likely sales growth scenarios for individual brands over the immediate months, and mapping out what brands must do to deliver against those scenarios.