MODEL the CONSUMER JOURNEY to deliver
ACTIONABLE INSIGHTS using METRICS that inform the
RELATIONSHIP MARKETING needs of your AUDIENCE.
By leveraging the cognitive influences that drive human interaction, we have designed a model that provides the strategic framework for all relationship marketing communications and tactical disciplines.
From this vantage point, predictable patterns of human behavior emerge.
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An action or event will produce a certain response to the action in the form of another event. Human behavior is not a linear process, but
rather variables of cognitive influence that result in a particular outcome.
CORRELATION = CAUSATION
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Let’s start by remembering that a “consumer” is actually a “human being” and not some numerical
equation on a spreadsheet.
It is important to cultivate relationships and nurture people through the consumer journey.
Every person will navigate through
these four phases of interaction regardless of product or service.
THE CONSUMER JOURNEY MODEL
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Individuals and groups of people have different cognitive needs that must be
met in order to make any decision.
How well you satisfy those cognitive needs will determine the relationship
you have with your audience.
Marketing and advertising tactics should be deployed to manage and influence consumer behavior in a
natural and integrated way.
THE CONSUMER JOURNEY MODEL
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All human interaction is dependent on his or her
relationship with the subject.
How deep those relationships are will determine how quickly the brain processes each of these
steps before taking any action.
By understanding the cognitive drivers of human interaction, you
can develop marketing communication strategies and
tactics that drive actionable insights at each step.
THE CONSUMER JOURNEY MODEL ACTIONABLE INSIGHTS
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Because the people you are communicating with will be at different points in the decision making
process, tactics that best satisfy the needs of individuals within each phase should be prioritized.
More data does not mean greater insights.
Success metrics and key performance indicators
should be established to measure the effectiveness of your initiatives at each step towards building and maintaining your high value consumer relationships.
From here, all other diagnostic campaign metrics
can ladder up into one cohesive framework.
Exposure
Familiarity
Frequency
Awareness
Resonance
Sentiment
Association
Recall
Intent
Response
Inquiry
Actions
Time Spent
Usability
Time Lag
Conversion
Attrition
Opt-In
Mentions
Recommend
Influence
Volumetrics
Favorability
Lifetime Value
In-M
arket A
dd
ressable
C
usto
mer
Ad
vocate
METRICS THE CONSUMER JOURNEY ACTIONABLE INSIGHTS MODEL
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Neurographics has been scientifically proven to have far greater influence over human perception and behavior than demographics and psychographics.
Neurographic archetyping provides insight into the
predictability and scalability of consumer actions and offers a much deeper understanding of causation.
Identifying the composition and distribution of your
audience’s neurographics is the foundation for building highly robust personas which can be layered or correlated with all other audience segmentation.
Exposure
Familiarity
Frequency
Awareness
Resonance
Sentiment
Association
Recall
Intent
Response
Inquiry
Actions
Time Spent
Usability
Time Lag
Conversion
Attrition
Opt-In
Mentions
Recommend
Influence
Volumetrics
Favorability
Lifetime Value
In-M
arket A
dd
ressable
C
usto
mer
Ad
vocate
Neu
rograp
hic A
rchetyp
e & A
ud
ience Segm
entatio
n
METRICS AUDIENCE THE CONSUMER JOURNEY ACTIONABLE INSIGHTS MODEL
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Cultural engineering is the process of servicing and satisfying individual
needs to influence the attitudinal shifts of the collective society as a whole.
THE CONSUMER JOURNEY METRICS ACTIONABLE INSIGHTS AUDIENCE MODEL
Exposure
Familiarity
Frequency
Awareness
Resonance
Sentiment
Association
Recall
Intent
Response
Inquiry
Actions
Time Spent
Usability
Time Lag
Conversion
Attrition
Opt-In
Mentions
Recommend
Influence
Volumetrics
Favorability
Lifetime Value
In-M
arket A
dd
ressable
C
usto
mer
Ad
vocate
Cu
ltura
l Eng
ineerin
g
Neu
rograp
hic A
rchetyp
e & A
ud
ience Segm
entatio
n
1) Mindsets
2) Behaviors
3) Paradigms
4) Cultures
DECISION: INFLUENCE
HABIT: CONDITIONING DEE
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Social integration throughout the consumer journey will offer fluidity of information,
regardless of touch-point, which will facilitate and expedite the cultural engineering process
and strengthen brand relationships.
1) Mindsets = Individual Thought
2) Behaviors = Individual Action
3) Paradigms = Collective Thought
4) Cultures = Collective Action
THE CONSUMER JOURNEY METRICS ACTIONABLE INSIGHTS AUDIENCE MODEL
Exposure
Familiarity
Frequency
Awareness
Resonance
Sentiment
Association
Recall
Intent
Response
Inquiry
Actions
Time Spent
Usability
Time Lag
Conversion
Attrition
Opt-In
Mentions
Recommend
Influence
Volumetrics
Favorability
Lifetime Value
In-M
arket A
dd
ressable
C
usto
mer
Ad
vocate
Cu
ltura
l Eng
ineerin
g So
cial Fu
sion
Neu
rograp
hic A
rchetyp
e & A
ud
ience Segm
entatio
n
DECISION: INFLUENCE
HABIT: CONDITIONING DEE
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In-M
arket A
dd
ressable
C
usto
mer
Ad
vocate
Exposure
Familiarity
Frequency
Awareness
Resonance
Sentiment
Association
Recall
Intent
Response
Inquiry
Actions
Time Spent
Usability
Time Lag
Conversion
Attrition
Opt-In
Mentions
Recommend
Influence
Volumetrics
Favorability
Lifetime Value
Cu
ltura
l Eng
ineerin
g So
cial Fu
sion
Neu
rograp
hic A
rchetyp
e & A
ud
ience Segm
entatio
n
THE CONSUMER JOURNEY METRICS ACTIONABLE INSIGHTS AUDIENCE MODEL
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