McKinsey partner leading Digital Mktng Strategy Practice
Here is a graphic I use all the time to describe the consumer decision journey (CDJ). I like to say that the funnel is dead, because it’s outdated. Today’s consumer takes a much more complex iterative path thru and beyond purchase. The classic funnel shows an ever-narrowing array of decisions and choices until purchase, when in fact the channel-surfing customer today often is expanding the set of choices and decisions after consideration. Just as importantly, treats the post-purchase process with the same level of importance as the pre-purchase journey.