Attribution Management Buyers Guide: Part 6 Purchase Path Stages

This is the sixth blog in a 10-part blog series for the Attribution Management Buyers Guide. This sixth section focuses on Purchase Path Stages.

Purchase path stages represent specific consideration steps in the overall buying process that a consumer goes through en route to a purchase.

Now that you are valuing ads based on where they occur in the customer buying cycle, it will be important for you to be able to identify and differentiate which specific ads introduce your brand to the customer, which ads influence their buying decision, and which ads close the sale. This information helps you pinpoint how certain ads are having a positive influence on customers in the beginning or middle of the buying cycle versus those at the end that close deals.

One question to ask vendors is, How does your system report on which ads do a great job of introducing people to my business, closing deals, or being an ad that sits in between the two and influences the buying behavior?

An additional benefit of working with a vendor that determines the effectiveness of all relevant ads along the purchase path is that, like most companies starting out in attribution, you will find you have many ads that close deals, but very few that wields influence during the early part of the buying cycle. This type of information highlights opportunities to invest in ads that are effective influencers in the early or middle parts of the buying cycle.

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