Gen Z consumers behave differently towards brands than other demographics, according to a new Edelman Trust Barometer study. The purchase is often the starting point for the brand relationship, not ...

A sales funnel, also known as a purchase funnel, is a model that illustrates the theoretical customer journey toward the purchase of a product or service. This concept is called a funnel because it ...

It finds that the traditional purchase funnel - the foundational model behind most product analytics tools - accurately describes the journey of fewer than one in three digital consumers. The report, ...

A recent series of three posts on the Harvard Business Review blog by Karen Freeman, Patrick Spenner and Anna Bird explored some of the myths about how consumers make decisions. I think each of these ...

David Edelman of research firm McKinsey & Company articulated what most marketers probably already know, whether they are admitting it to themselves or not: it's time for the purchase-funnel paradigm ...