CT110-3-3- Behavioral Science and Marketing Analytics
DIGITAL MARKETING PROCESSES
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TOPIC LEARNING OUTCOMES
At the end of this topic, you should be able to:
1. Understand the Conversion Funnel
2. Analyze the transition from buyer to loyal
customer journey dynamics. .
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Contents & Structure
• Conversion Funnel
• Digital Marketing Hourglass
• Funnel Interpretation
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Recap From Last Lesson
• What is the difference between Customer Decision Journey and
Accelerated Loyalty Journey?
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Customer Decision Journey
Classic Customer Decision Journey
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Advantages of Customer Decision Journey
1. Enhanced Customer Understanding: Mapping the Customer Decision Journey
(CDJ) provides businesses with insights into customer preferences and pain points,
allowing for more tailored marketing and product offerings.
2. Improved Customer Engagement: The CDJ identifies crucial touchpoints for
customer interaction, enabling businesses to develop targeted and personalized
engagement strategies that foster loyalty.
3. Optimized Marketing Strategies: Understanding the CDJ stages helps businesses
allocate resources efficiently, focusing on the most effective marketing channels and
tactics to boost conversion rates and ROI.
4. Informed Product Development: Analyzing the CDJ reveals market gaps and
unmet customer expectations, guiding businesses in creating new products or
enhancing existing ones.
5. Measurement of Customer Experience: The CDJ framework allows businesses to
measure customer satisfaction and engagement at various stages, facilitating data-
driven decisions to improve overall customer experience and achieve long-term
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Accelerated Loyalty Journey
Accelerated loyalty journey
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Advantages of Accelerated Loyalty Journey
1.Rapid Trust Building: Exceptional experiences and personalized interactions quickly
establish trust, which is essential for fostering customer loyalty and encouraging repeat
purchases.
2.Enhanced Educational Opportunities: Providing informative content helps customers
make informed decisions, builds trust, and positions the brand as an industry leader,
strengthening customer connections.
3.Increased Customer Retention: Loyalty programs and incentives encourage repeat
business, effectively reducing churn and nurturing long-term customer relationships.
4.Enhanced Customer Engagement: Focusing on meaningful engagement at various
touchpoints deepens connections, resulting in higher engagement rates, brand
advocacy, and emotional ties.
5.Higher Lifetime Value: Loyal customers typically have a higher customer lifetime
value (CLV), leading to more frequent and valuable purchases that boost revenue.
6.Better Customer Insights: Analyzing customer data provides valuable insights into
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preferences and behaviors, informing marketing strategies and enhancing customer-
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Optimize Customer decision
journeys
Strategies
• compress the consideration and evaluation
phases
• Eliminate Consideration and Evaluation
phase during purchase process
• Shift consumer right to the loyalty phase
Outcome
• journey itself becoming the defining source
of competitive advantage
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Conversion Funnel
TOFU – MOFU - BOFU
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Conversion Funnel: TOFU – MOFU - BOFU
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Conventional funnel to Hourglass
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Funnel Interpretation
Market how many potential customers are there in the
target audience?
Awarenes how much of that audience is aware of the
s brand?
Acquisitio how many of that audience clicked through to
n the site?
Interest how many visitors became users (created an
account / downloaded a content offer)?
Conversio how many activated users become customers
n (paid/made you money)?
Retention how many times do they pay you money over
their lifetime?
Referral how many of your visitors tell their friends
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about you? Slide Title SLIDE 13
Examples of Journey Tracking
and Analytics
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Customer Journey in Marketing Funnel
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Summary / Recap of Main Points
• The Customer Journey in the Marketing Funnel represents a
consumer's path from initial awareness to eventual purchase. It
involves stages like awareness, consideration, and decision-making.
• In contrast, the Conversion Funnel, divided into TOFU (Top of Funnel),
MOFU (Middle of Funnel), and BOFU (Bottom of Funnel), reflects a
more detailed breakdown of the marketing process, aiding in
targeting and nurturing leads at different stages.
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Review Questions
1. Explain the concept of a marketing funnel, and discuss in detail how
understanding the various stages of the customer journey within the
funnel can help businesses create effective marketing strategies.
Provide real-world examples to illustrate your points and highlight
the significance of this approach in today's digital marketing
landscape.
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What To Expect Next Week
In Class Preparation for Class
• Digital Marketing Analytic Metrics • Read about Digital Marketing
Analytic Metrics
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