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Understanding path, attribution and presence

Understanding path, attribution and presence

Now that you are armed with information about the customer journey, current and future state experience, and the service blueprint, it’s time to get started on the next stage - understanding the path to purchase, the contribution through marketing attribution and social presence.

  • Path to purchase: understanding the decisions leading up to the purchase.
  • Marketing attribution: marketing triggers responsible to lead the customer or consumer to purchase.
  • Social presence: the level of involvement of social media and others in the decision to purchase.

Let’s take a look at each of these areas in the next few steps.

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This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University