Clip 3 - Touchpoints vs. Journeys

6 important questions on Clip 3 - Touchpoints vs. Journeys

What is the relationship between touchpoints and journeys?

A journey is made via touchpoints.

What is the role of the touchpoint in the introduction? And what consumer behaviour does this go with?

Role of starting the process, consumer behaviour is exploratory.

What is the role of the touchpoint as Assist? And what consumer behaviour does this go with?

Assisting the consumer, it is any website that enables a transaction after the introduction and before the conversion. Consumer behaviour is goal-directed search.
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What is the role of the touchpoint Conversion?

It is the final step before the purchase is made.

When considering steps 4 and 5, from a Last Click Attribution approach, what makes us question its efficacy (of such Attribution Model)?

As both journeys are the same BUT one leads to a conversion and the other does not. It illustrates the pitfalls of attribution models.

In the article of Kannan & Li, 2014, what is the problem with regards to the attribution models discussed and tested?

They do not take into account the timing and sequence of earlier communications and the resulting carryover and spillover effects, nor do they reflect these effects' relative incremental impact in leading to website visits and conversions.

The question on the page originate from the summary of the following study material:

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