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Path-to-Purchase Justification
Definition
A framework for demonstrating how specific marketing activities influence consumer movement through the buying journey (Path-to-Purchase Justification)
How It's Calculated
Map marketing tactics to stages of awareness, consideration, and purchase intent using media mix models or attribution data.
Example
A snack brand uses Path-to-Purchase Justification to show that TikTok ads drove awareness, which then led to in-store coupon redemptions at Kroger.
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