Light at the end of the funnel
The funnel. Possibly the most enduring marketing strategy model, and also maybe the most used and abused.
Now we’re in a digital world, measurement and ROI becomes an increasingly messy picture – even with an attributional view, multiple sessions, devices and website visits from both on and offline channels. It’s very hard to draw conclusions about exactly what worked and what didn’t.
We regularly talk to clients about the “funnel”… How long is it? How far up does it reach, and where does it start? How does budget get split between channels along the funnel… why spend money on branding when you could spend money at the bottom of the funnel? Is the funnel even a thing anymore?
We wrestle with all of these questions, and plenty more.