Match each stage of the customer journey with an associated marketing objective.

  • Consideration – Brand favorability
  • Purchase – Average order size
  • Awareness – Brand recall
  • Loyalty – Customer referrals

Consideration objective consists brand favorability, brand preference, brand association, brand liking, purchase intent.

Purchase objective consists new customers, transactions, average order size, return on investment, return on ad spend, cost of sales, cost per action

Awareness objective consists brand awareness, brand recall, top of mind

Loyalty objective consists repurchase, upsells, customer referrals

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