Home Analysts Quote: Don’t Prematurely Define Consumer Purchase Paths
Analysts

Quote: Don’t Prematurely Define Consumer Purchase Paths

By

SHARE:

ron-rogowski-forrester-usethis“Paths to purchase are not linear or rational.  The planning of the trip is not the journey. And the customers’ starting point is often not where we believe the starting point is. The funnel has morphed into a journey map. The question is, ‘How do we organize around this journey to support people along the way?’ We can’t push people through a process.”

-Ron Rogowski, VP and principal analyst, Forrester Research, on understanding the “connected consumer.”

Rogowski spoke at the Forrester Customer Experience event on June 25.

Must Read

Online Advertising

The Trade Desk Maintains Its High Growth Rate And Touts New Channels

“It’s hard not to be bullish about CTV when it’s both our largest channel and our fastest growing,” said The Trade Desk Founder and CEO Green during the company’s earnings report on Thursday.

Publishers

After The Election, News Corp Has Harsh Words For Advertisers Who Avoided News

News Corp’s chief exec blasted “the blatant biases of ad agencies and ad associations,” which are “boycotting certain media properties” due to “personal political prejudices.”

Online Advertising

LiveRamp Outperforms On Earnings And Lays Out Its Data Network Ambitions

LiveRamp reported an unexpected boost to Q3 revenue, from $160 million last year to $185 million in 2024, during its quarterly call with investors on Wednesday.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Google in the antitrust crosshairs (Law concept. Single line draw design. Full length animation illustration. High quality 4k footage)
antitrust

Google And The DOJ Recap Their Cases In The Countdown To Closing Arguments

If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.

Publishers

NYT’s Ad And Subscription Revenue Surge As WaPo Flails

While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.

Mark Proulx, global director of media quality & responsibility, Kenvue
Marketers

How Kenvue Avoided $3 Million In Wasted Media Spend

Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.

Popular

  1. Online Advertising

    LiveRamp Outperforms On Earnings And Lays Out Its Data Network Ambitions

    LiveRamp reported an unexpected boost to Q3 revenue, from $160 million last year to $185 million in 2024, during its quarterly call with investors on Wednesday.

  2. Advertiser

    How Dewar’s Uses Social Media – And Golf – To Target A New Generation Of Scotch Drinkers

    With signal loss on the rise, many advertisers are giving first-party data more of a shot. Not scotch whisky brand Dewar’s, though.

  3. PODCAST: The Big Story

    The Role Of Ad Dollars In The 2024 Presidential Election

    Trump won the 2024 election. To recap why Trump won, and how paid media played a role (and didn’t) in his victory, we bring on guest Jordan Lieberman, CEO of Power Interactive. The programmatic buying company handled more than 1,000 digital campaigns across the political spectrum this election cycle.

  4. According to CEO Mark Zagorski, DoubleVerify has won 70% of the Moat advertiser RFPs it’s participated in, including P&G, BlackRock, Dish Network, Charter, Dunkin’ parent company Inspire Brands, Kellogg's and Google.
    Marketers

    DoubleVerify Won 70% Of The Former Moat Advertisers It Courted

    DoubleVerify has successfully wooed numerous former Moat clients, including P&G, BlackRock, Dish Network, Charter, Dunkin’ parent company Inspire Brands, Kellogg’s and Google.

  5. Comic: Summer of Programmatic
    Programmatic

    Programmatic Audio Is A Tough Market. So SoundCloud Is Leading With Display And Video

    To court new programmatic buyers, SoundCloud is now selling its display and video ads via open auction and private marketplace deals that combine multiple types of inventory.