Path to Purchase

Traditional models of path to purchase don’t capture the richness of the customer journey. Customers don’t follow a linear path through time; they move back and forth among many states of engagement.

Where are customers getting stuck? Where are they exiting their engagement completely? Which pathways do your most successful interactions follow?

With modern statistical techniques – namely hidden Markov models and graph clustering – and rich CRM data, we can model the customer journey directly from the data without resorting to misleading abstractions.