The Digital Path to Purchase is Difficult to Model
Enterra Insights
JUNE 10, 2021
. … The funnel is typically seen as four categories that move from a broadening group of people (cold leads) to a smaller, more targeted and closer to purchase group of people (hot leads).”[1] Such disagreements underscore the fact that the digital path to purchase is hard to model because consumers can jump on or off the path at given point.
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