Modified Funnel
An update of the classic funnel for the always-on era.
Tom Roach: identify the real purchase path, role of comms at each stage, metrics and media.
When allocating budget between brand and performance.
Map the brand into 4 layers — define one goal, one metric and one primary channel for each.
Related frameworks
Agencies execute. Consultants advise. And then everyone wonders why the two never add up.
Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.
We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.
Share it, use it, build on it. The Clues team.