Tag: customer journey
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Programmatic Advertising and the Modern Consideration Set
How paid visibility builds familiarity before customers use search, reviews, websites, and AI-assisted research to narrow their options. Executive Summary A consideration set is the limited group of businesses, products, or services a customer seriously evaluates before making a decision. Search engines, review platforms, online directories, commerce sites, and generative AI tools can now help…
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The Triple Funnel: Discovery, Evaluation, and Confirmation
A practical framework for understanding how customers encounter businesses, compare their options, and gain enough confidence to act. Executive Summary The Triple Funnel organizes modern visibility around three functions: discovery, evaluation, and confirmation. Customers first need an opportunity to encounter a business, then enough information to compare it with other options, and finally a clear…
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