MODEL the CONSUMER JOURNEY to deliver

ACTIONABLE INSIGHTS using METRICS that inform the

RELATIONSHIP MARKETING needs of your AUDIENCE.

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.

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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

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Let’s start by remembering that a “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 regardless of product or service.

THE CONSUMER JOURNEY MODEL

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Individuals and groups of people have 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

natural and integrated way.

THE CONSUMER JOURNEY MODEL

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All human interaction is 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 communication strategies and

tactics that drive actionable insights at each step.

THE CONSUMER JOURNEY MODEL ACTIONABLE INSIGHTS

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Because the people you are communicating with will be at different points in the decision making

process, tactics that best satisfy the needs of individuals within each phase should be prioritized.

More data does not mean greater insights.

Success metrics and key performance indicators

should be established to measure the effectiveness of your initiatives at each step towards building and maintaining your high value consumer relationships.

From here, all other diagnostic campaign metrics

can ladder up into one cohesive framework.

Exposure

Familiarity

Frequency

Awareness

Resonance

Sentiment

Association

Recall

Intent

Response

Inquiry

Actions

Time Spent

Usability

Time Lag

Conversion

Attrition

Opt-In

Mentions

Recommend

Influence

Volumetrics

Favorability

Lifetime Value

In-M

arket A

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C

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Ad

vocate

METRICS THE CONSUMER JOURNEY ACTIONABLE INSIGHTS MODEL

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Neurographics has been scientifically proven to have far greater influence over human perception and behavior than demographics and psychographics.

Neurographic archetyping provides insight into the

predictability and scalability of consumer actions and offers a much deeper understanding of causation.

Identifying the composition and distribution of your

audience’s neurographics is the foundation for building highly robust personas which can be layered or correlated with all other audience segmentation.

Exposure

Familiarity

Frequency

Awareness

Resonance

Sentiment

Association

Recall

Intent

Response

Inquiry

Actions

Time Spent

Usability

Time Lag

Conversion

Attrition

Opt-In

Mentions

Recommend

Influence

Volumetrics

Favorability

Lifetime Value

In-M

arket A

dd

ressable

C

usto

mer

Ad

vocate

Neu

rograp

hic A

rchetyp

e & A

ud

ience Segm

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METRICS AUDIENCE THE CONSUMER JOURNEY ACTIONABLE INSIGHTS MODEL

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Cultural engineering is the process of servicing and satisfying individual

needs to influence the attitudinal shifts of the collective society as a whole.

THE CONSUMER JOURNEY METRICS ACTIONABLE INSIGHTS AUDIENCE MODEL

Exposure

Familiarity

Frequency

Awareness

Resonance

Sentiment

Association

Recall

Intent

Response

Inquiry

Actions

Time Spent

Usability

Time Lag

Conversion

Attrition

Opt-In

Mentions

Recommend

Influence

Volumetrics

Favorability

Lifetime Value

In-M

arket A

dd

ressable

C

usto

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Ad

vocate

Cu

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ineerin

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Neu

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rchetyp

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ience Segm

entatio

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1) Mindsets

2) Behaviors

3) Paradigms

4) Cultures

DECISION: INFLUENCE

HABIT: CONDITIONING DEE

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Social integration throughout the consumer journey will offer fluidity of information,

regardless of touch-point, which will facilitate and expedite the cultural engineering process

and strengthen brand relationships.

1) Mindsets = Individual Thought

2) Behaviors = Individual Action

3) Paradigms = Collective Thought

4) Cultures = Collective Action

THE CONSUMER JOURNEY METRICS ACTIONABLE INSIGHTS AUDIENCE MODEL

Exposure

Familiarity

Frequency

Awareness

Resonance

Sentiment

Association

Recall

Intent

Response

Inquiry

Actions

Time Spent

Usability

Time Lag

Conversion

Attrition

Opt-In

Mentions

Recommend

Influence

Volumetrics

Favorability

Lifetime Value

In-M

arket A

dd

ressable

C

usto

mer

Ad

vocate

Cu

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l Eng

ineerin

g So

cial Fu

sion

Neu

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hic A

rchetyp

e & A

ud

ience Segm

entatio

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DECISION: INFLUENCE

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In-M

arket A

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ressable

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Exposure

Familiarity

Frequency

Awareness

Resonance

Sentiment

Association

Recall

Intent

Response

Inquiry

Actions

Time Spent

Usability

Time Lag

Conversion

Attrition

Opt-In

Mentions

Recommend

Influence

Volumetrics

Favorability

Lifetime Value

Cu

ltura

l Eng

ineerin

g So

cial Fu

sion

Neu

rograp

hic A

rchetyp

e & A

ud

ience Segm

entatio

n

THE CONSUMER JOURNEY METRICS ACTIONABLE INSIGHTS AUDIENCE MODEL

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