Traditionally, the marketing funnel has been about putting as many people as possible into the top of the funnel and gradually finding interested customers within the crowd as they move through the funnel.
But, as marketing has continued to evolve, some have started to suggest that the marketing funnel is ‘dead’, as digital has changed the way in which customers engage with a business.
Rather than changing the marketing funnel itself, digital – specifically data and analytics – has simply changed the way in which marketers can move audiences down it.
Paul Argus and Boris Guennewig explain how hypothesis-based predictive marketing and the ability to test certain theories can provide a sense of direction for marketers that find themselves drowning in data.
In this complete guide, you will learn: