Path to Purchase; the Nepa approach

Key Takeaways

• Touchpoint increase of 500% over 5 years makes each shopper journey unique—traditional linear funnel thinking fails; measure entire journey (online and offline, before/after store) to capture cross-channel effects accurately.
• Nepa combines behavioral data (tracking showing what consumers do) with self-stated data (diaries/surveys showing why)—revealing both dimensions of consumer journey and interactions missed by platform-specific analytics silos.
• Recommend: bring all data onto same playing field; focus on conversion metric; collect what happens as it happens (before memory fades); map entire journey including cross-channel effects; invest in touchpoints that truly matter.
• Global powerhouse brands use this to tap new audiences, increase basket frequency through omnichannel behavior, and drive trade by understanding what consumers want—moving from isolated channel metrics to integrated growth strategy.