Funnel stage

Different phases in the marketing funnel, each with specific objectives, KPIs and metrics

Awareness KPI

% increased in brand awareness (survey)

Consideration KPI

Number of products info requests

Conversion KPI

Sales revenue

Retention KPI

% of returning customers

Advocacy KPI

Number of referrals generated

Awareness metrics

Impression, reach, share of voice

Consideration metrics

Time on pruduct page, number of downloads

Conversion metrics

Average order value, cart abandonment rate

Retention metrics

Purchase frequency, churn rate

Advocacy metrics

Net promoter score (NPS), reviews submitted

Vanity metrics

- numbers that looks impressive but don’t reflect true business impact - ex numbers of followers or total page views

Examples of real KPI

- % increase in brand awareness - qualified leads generated - sales revenue from new customers

Cognitive architecture

The structure of the brains processes for decision-making, including working memory and long term memory

Working memory

Type of memory with limited capacity that is easily overloaded

Long-term memory

Type of memory with unlimited capacity that stores schemas guiding decisions

When do learning and decision making occur?

When information is transferred between working memory and long term memory

Jod to be done (JTBD)

A framework connecting company objectives with the progress customer seek

Why is the job to be done framework good?

- shift focus from what we sell to how people actually think and deciding - makes marketing human-centered and sustainable

What three dimensions are in the JTBD framework?

- Functional (what problem is being solved) - Emotional (how does it make the customer feel) - Social (how does it affect how others see them)