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Decoding the purchase journey

Wavemaker’s Avinash Pareek looks at the many attribution models for online and offline modelling, and what they can tell marketers about their consumers

By Avinash Pareek, regional head of product innovation & partnerships – media, content and technology
at Wavemaker
Purchase journey frameworks have been in existence for more than 100 years now. They have generally been mapped in four stages. The journey begins with priming the brand, building saliency around its usage and distinction. Then the prospect is triggered to explore various brands. She makes an active purchase evaluation and purchase, and finally closes the loop with post-purchase behaviour.
In this journey, media and messaging play in parallel to create memory structures (associations that help build a brand’s noticeability). The challenge has always been how to attribut


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