Meet the Conversion Helix.
That image? It’s a theory that we’re now testing to see if the hypothesis holds. So far, so good and we are beginning to share it.
For the past 5 years we’ve been hearing clients talk about some visualization of “The Funnel”. The Consumer Journey that occurs along the path to purchase. Last Click Attribution. And a half dozen more things that will be the key to unlock success.
I’ve had two issues with this Funnel/Customer Journey/Attribution thing:
- It’s almost unknowable. There are so many paths that even when aggregated over thousands of interactions, it’s still messy as hell. So, it’s a guess as to what the real reasons are that people take action.
- It’s not actionable. Knowing your path to purchase SHOULD tell you where to invest. But if there are hundreds or thousands of paths, you’re right where you began. Guessing.
I have always hated guessing. In fact, we founded our company on the idea of NOT guessing.
I have always hated guessing. In fact, we founded our company on the idea of NOT guessing. We are data-driven for this reason, using data to direct decisions. There’s a problem, however. One that we anticipated but cannot control.
Too much data.
We need to do a couple of things a whole lot better as an industry. Some certainly involve data. But some involve the very foundations of our industry and the art and craft of making ads. I intend to make a case in the next nine blogs. And I intend to make the Conversion Helix actionable for Brand Managers and our agency.
The Helix presents a rational approach to the art and craft and data of marketing. It’s not really that theoretical. There are a couple of things along the way that I haven’t seen written anywhere else, but I think are supported. So far, so good, even as we are proving it out.
It’s a way of going forward in a world of change, uncertainty, and options.
Hope you like what you see next.