This past May, Compete hosted the tenth annual Digital CMO Summit in Miami, FL. The event brought together 200 industry leaders for three days of hard-hitting sessions and networking opportunities. The agenda was jam-packed with top-notch speakers who shared their perspectives on this year’s theme, The Path to Purchase.
Chris Copeland, CEO at GroupM Next led a session packed with insights from a recent GroupM Next and Compete study – The Digital Consumer Journey. In this session Chris unveiled six distinct segments of consumer behavior as related to the path to purchase. The six segments are described in detail in the infographic below, along with overarching themes that appear across all groups. For example, trends that emerged included the growing importance of Amazon as a purchasing influencer, representing one-third of all retail site visits in purchase pathways, and the important role the brand website plays as a destination for 69% of purchasers in their digital journey.
Check out our interview with Chris where he shares more about this study and answers big questions like; How does the Path to Purchase impact GroupM Next? And Are consumers today on a path or journey?
Stay tuned over the next few weeks for more from the Digital CMO Series. For more information about The Digital Consumer Journey study please visit www.groupmnext.com. And for more information on the Digital CMO Summit visit www.digitalcmosummit.com or contact Kristen Luongo.
Kristen Luongo serves as Marketing Manager for Millward Brown Digital. Since joining the company in 2008, she has been fully immersed in all aspects of Millward Brown Digital’s marketing programs; developing and executing both online and offline campaigns. Most notably, she plans and manages all company events including the annual Digital CMO Summit. If you like what you read, you can connect with her on Twitter or LinkedIn.