Stop measuring your marketing funnel wrong | Data Smarties
Why do so many marketers map digital metrics onto a model designed for market research?
In this episode of data smarties, we take a look at the history of the classic marketing funnel, and propose a better way for small businesses (who don't have the budget for brand tracking research) to create marketing funnels they can actually measure.
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00:00 – Intro
00:36 – The mistake
01:48 – History of the marketing funnel
02:39 – 3 features of the funnel
03:19 – Measuring the marketing funnel
04:33 – Digital marketing metrics don't fit the classic funnel
06:00 – Advice for small business
Music by Mikel: https://www.youtube.com/watch