Build consideration at each stage of the consumer journey
Path-to-Purchase provides marketers with a comprehensive view of the digital consumer journey, allowing visibility into which touchpoints have the biggest impact on brand preference and purchase. Since no two consumer paths are alike, Millward Brown Digital’s advanced analytical techniques help marketers see through the noise and make business decisions at both the strategic and tactical level.
At the heart of Path-to-Purchase is our behavioral data asset, powered by a clickstream panel. By combining actual digital behaviors with consumer attitudes, we enable marketers to make decisions leveraging the most accurate and rich path-to-purchase insights in the industry. Our patented normalization process ensures our insights are representative of the Internet browsing population. The pairing of our data and deep industry expertise of our vertically-aligned consultants, allows us to deliver actionable and robust insights.
How should I segment my consumers and how do I best reach them?
Path-to-Purchase allows you to focus your digital strategy on the most important consumer segments through advanced cluster analysis to make sense out of the millions of individual purchase paths.
How do I best tailor each digital touchpoint along the consumer journey to maximize purchase behavior?
Path-to-Purchase uncovers what stage of the purchase journey each digital touchpoint is used, enabling a more effective content and shopper strategy.
What is the most influential touchpoint sequence or combination that determines brand purchase?
Path-to-Purchase insights allow you to better allocate resources among touchpoints, by determining which have the highest impact on brand choice and sales.
Strategize efficient resource allocation among touchpoints that are most relevant to your target consumers
Discover the role of each touchpoint in the consumer journey to provide shoppers with the right communication at each stage of their path
Build brand affinity and consideration by orchestrating a seamless journey across touchpoints