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Path-to-Purchase Justification
Definition
A framework for demonstrating how specific marketing activities influence consumer movement through the buying journey
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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