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The conversion funnel has become a cliche in marketing circles. Worse than that, while it’s convenient shorthand for how to target consumers, it’s too simplistic, according to Natasha Hritzuk, global director of insights and analytics at Microsoft Advertising. In its stead, Hritzuk has concocted the Consumer Decision Journey.
“What this decision-making journey really did for us is it flagged up two key areas that have never really been addressed by any traditional consumer research—they’re not even really reflected in the context of the purchase funnel,” said Hritzuk.