Digital Age & Its Effects On The Marketing model, Consumer Decision Journey and Customer Experience : This is to explain how the landscape and behaviour are changing with the advent of digital age and also how marketers can leverage on digital landscape, use this opportunity to implement the right strategy to the target audience and find relevant data for analysis.

1. Digital Age & Its Effects On The Marketing model,
Consumer Decision Journey and Customer Experience
Apoorv Pandey

2. Apoorv Pandey
MARKETING MODEL
How digital age has changed the marketing
model. The introduction of ZMOT

3. Apoorv Pandey
Procter & Gamble’s 3-Step Marketing Model In 2005.
(old)
Stimulus 1st moment of truth 2nd moment of truth
At shelf – In a store Experience
Need for a product
(by seeing an ad etc.)
Consumer is at the shelf, in a
store with a wide number of
options to choose from.
After purchasing the product, does
the product live upto expectation.
What is the experience with that
product
Source : Procter and gamble 2005

4. Apoorv Pandey
Revised 3-Step Marketing Model In 2011 By
Google/Shopper Sciences. (new)
Stimulus 1st moment of truth 2nd moment of truth
At shelf – In a store Experience
Zero moment of truth
Pre-shopping | i-store | In-Home
https://www.thinkwithgoogle.com/collections/zero-moment-truth.html
Whether we're shopping for corn flakes, concert
tickets or a honeymoon in Paris, the Internet has
changed how we decide what to buy. This online
decision-making moment is called the Zero
Moment of Truth — or simply ZMOT.

5. Apoorv Pandey
CONSUMER DECISION JOURNEY
How digital age has changed the decision
journey of a consumer

6. Apoorv Pandey
The Funnel Metaphor (old)
For years, marketers assumed that
consumers started with a large number of
potential brands in mind and
methodically winnowed their choices
until they’d decided which one to buy.
After purchase, their relationship with
the brand typically focused on the use of
the product or service itself.
BUY
Final
Choice
Fewer
Brands
Many
Brands
https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places

7. Apoorv Pandey
McKinsey & Company Consumer Decision Journey
(new)
The Customer considers and
initial set of brands, based on
brand perceptions and exposure
to recent touch points.
Consumers add or subtract
brands they evaluate what
they want
Ultimately the consumer
selects a brand at the
moment of purchase
After purchasing a product or a
service, the consumers build
expectations based on experience to
inform the next decision journey
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

8. Apoorv Pandey
McKinsey & Company CDJ – Question to Ask Yourself
What creates
Consumers needs?
Do consumers recall and
recognize my brand?
Do my products satisfy
Consumers needs?
Do my sales efforts
result in wins for my
brands?
Do the experiences I deliver
fulfill customer expectations?
Do customers
Advocate for my
brand?
As Marketers you need to as yourself the following set of questions at different stages of the
Consumer decision journey

9. Apoorv Pandey
McKinsey & Company CDJ – Types of analysis
Clickstream
Analysis
Competitive
Intelligence
Experimentation
/ Testing
Outcomes
Analysis
Voice of Customer
(Experience Surveys)
Voice of Customer
(Brand Advocacy)
Types to analysis required at different stages of Consumer Decision Journey.

10. Apoorv Pandey
Pyramid model of web data relates value to
availability
Hits
Page Views
Visits
Unique Visitors
Uniquely Identified Visitors
Volume of web data
User submitted information and
related sources
Usability Studies
Web transactional data
Web server performance data
Web traffic data
Eric Peterson, “Web Analytics Demystified” (2004)

11. Apoorv Pandey
There is an analytics tool for any need and data
situation
Enterprise Packages Point Solutions Analysis Gadgets
High Data
Density
Low Data
Density
Based on what amount of data you want and what are you going to use it for, the market
breaks into 3 different types of tool :

12. Apoorv Pandey
Best marketing analytics metrics vary by size of
business
Small Medium Large
Cost per acquisition Bounce rate Macro-Conversion rate
Click-through rate Page Depth Micro-Conversion rate
Percentage new visits Loyalty Per visit goal value
Events per visit Days to conversion
Checkout Abandonment
rate
Percent Assisted
Conversions
To understand what information and data is useful, you need to step back and see the
organizational size (resources, marketing challenges and opportunities). These are almost
dictated by the size of the organization. For eg. A smaller organization has one set of
challenges and as it moves ahead to become a large size business then the set challenges
change as well as the resources
Source: Avinash Kaushik, “Best Web Metrics / KPIs for a Small, Medium or Large Sized Business” (2011)

13. Apoorv Pandey
Tools can be prioritized by business size
Business
Size
Clickstream
Analysis
Outcome
Analysis
Voice Of
Customer
Experimenta
tion/Testing
Competitive
Intelligence
Small 1 2 3
Medium 2 1 3 4
Large 3 2 1 4 5
Marketers can also choose the tool based on the size of organization which are prioritized
below:
Source: Kaushik, “Best Web Analytic Tools” (2010)

14. Apoorv Pandey
Tools For Specific Purpose
Competitive
Intelligence
Experimentation
/Testing
Outcomes
Analysis
Voice of Customer Clickstream
Analysis
Misc Emerging
Analytics
Compete Google Website
Optimizer
Mongoose Metrics Qualaroo
(formerly
KissInsights)
Yahoo! Web
Analytics
Klout
AdWords Keyword
Tool
Optimizely ifbyphone UserTesting.com Google Analytics AnalyzeWords
Alexa AdWords
Campaign
Experiments
LivePerson Loop11.com Piwik Topsy
Google Trends Concept Feedback Feedburner TweetBinder
Google Correlate Bounce Google
Webmaster
Tools
Think With Google
Google Consumer
Surveys
Bing Webmaster
Tools
Source: Avinash Kaushik, “Best Web Analytic Tools” (2010)

15. Apoorv Pandey
The Experience Effect

16. Apoorv Pandey
The new In-store behavior
38%
52%
7%
3%
I know exactly what I want to buy
I’ve narrowed it down to 2-3 products and need help making FInal decision
I know the need I’m trying to ful ll, but I don’t know what to buy to meet that need
I usually don’t know what I’m looking for when I go to the store
In-store behavior has shifted from “discovery”
to “final purchase decision.”
• By the time a person walks into a store they
are well versed on what they want to buy,
they have not made a final decision but they
need emotional validation for the purchase.
• This is why they go into the store and seek
out experts that can help them. So, this
modern store behavior is really about buying
much more so than it is about shopping.
• So, the in-store experience is very important
because the customer for the most part,
know what they want, they just need help
with the last steps.
When you browse online before making a purchase, how
much do you know about what you want to buy before you
go to the store?
The-State-of-Retail-2015_-Consumer-Behavior

17. Apoorv Pandey
The Experience Effect
If an experience with a product is
memorable and a cherished one. If the
Product delivered the required needs to the
consumer then the consumer enters a
loyalty loop. So, now whenever there is a
need for similar product the consumer will
automatically buy from the same brand and
hence become its loyal customer.

18. Apoorv Pandey
Experience Sustenance – Creating WOW
Time
Intensity
Engaging
Exiting
Extending
Entering
Enticing
Creating Customer experience is creating a full length movie.
It is like creating a Drama
Like any other movie there are stages of the
experience. Every stage is equally important as it
holds a value to enter the next stage and it
depends on companies and their type of
products on what drama they want to build.

19. Apoorv Pandey
Creating the Perception of Satisfaction
No. of Interactions
Customer
Sacrifice
With more number of interactions
Good companies reduce the
perception Of customer sacrifice.
Customer Sacrifice – The difference between what a
customer settles for and what he wants exactly.
Customer Satisfaction – The difference between what a
customer expects and what the customer perceives he gets.
Customer Sacrifice is inevitable as fulfilling everyone's expectations is impossible. With
more number of interactions, companies can reduce the perception of Customer Sacrifice.

20. Apoorv Pandey
Glossary
• Macro Conversion Rate: Simply number of sales divided by the number of visitor
sessions
• Micro Conversion Rate: Number of predefined goals achieved divided by the
number of visitor sessions
• Per Visit Goal Value: Cumulative predefined value of goals achieved divided by
the number of visitor sessions
• Days to Conversion: Average time between purchases made by a consumer
• Percent Assisted Conversions: Conversions with more than one ad / media /
marketing touch prior to converting

21. Apoorv Pandey
Glossary
• Audience Growth: Increase in the number of people following or liking
digital content over time
• Amplification Rate: Rate at which your followers take your content and
share it through their network
• Applause Rate: Rate at which your followers attach special recognition to
your post (e.g., Likes, +1’s, Favorites, etc.)
• Micro Conversion Rate: Number of predefined goals achieved divided by
the number of visitor sessions

22. Apoorv Pandey
Glossary
ROI on Experience
Measuring Return on
Advertising Investment
Measuring Return on
EXPERIENCING Investment
Incremental revenue
Cost
Admission Fees
Incremental revenue
Cost -
=
=

23. Apoorv Pandey
Thank You