With more organizations buying programmatic advertising, our client needed to further advance their path to purchase (P2P) program to improve its product offer in an attention hungry landscape.
We conducted interviews and analysed consumers’ digital footprints (search history, social media consumption habits, purchase trigger, online search process, actual purchase), and plotted mental models.
These models were then used to create P2P archetypes that predicated their unique journeys, which pointed towards influence opportunities for our client.
These mental models were further validated and quantified with an analytics partner.
A de-averaging of the P2P journey led to a revaluation of the current business offering, providing impetus to create new platforms, services and interventions across mental models & categories.