The funnel. Possibly the most enduring marketing strategy model, and 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”… and here we wrestle with some much asked questions: