Find and accelerate revenue growth for brands: A new take on the brand purchase funnel framework

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Introduction

The brand purchase funnel (also described as consumer decision journey, shopper journey or path to purchase) is one of the most cited and researched frameworks in the marketing community. However, it's still a challenge for many companies to transfor

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