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How to get the biggest slice of the meat-free pie

June 28, 2022

Close up of an open Aussie meat pie

Alex Provan


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”In the midst of every crisis, lies great opportunity” – Albert Einstein.

This old adage has never felt as relevant than with the current boom we are witnessing in sustainability that has emerged from the global climate crisis. From climate pledges to EV vehicles, brands are racing to position themselves as ’green’ to win over the growing market of environmentally conscious consumers.

Fridge shelves in supermarket

This is especially true for the rapidly growing meat replacement market, which (unless you have been living under a rock for the last couple of years) you have probably seen appearing more and more on your TV screen, social media feed, and supermarket shelves. This is no coincidence: the meat replacement market has boomed over the last 5 years, with the global market value growing by over 210% since 2016 to $7.7Bn annually, and is predicted to continue this growth (reaching approximately $16.7Bn by 2026)[1].

Unfortunately, big opportunities also mean increased competition. Growing demand has led to an explosion of brands entering the market with their own answers to meat replacement products. From market leaders (including California based Beyond Meat and Impossible Foods) to supermarket private label, everyone wants a piece of the meat-free pie.

With so much competition, it is becoming increasingly difficult for brands to win the sales of meat replacement shoppers. Knowing where and how to communicate with shoppers has never been so important.

How Nepa got involved

In 2021, Nepa partnered with one of largest meat replacement brands in the Netherlands, who wanted to better understand the omnichannel shopper journey for meat replacement shoppers in the Dutch market. Through our Paths to Purchase solution, we set out to identify and understand how they could optimise their communication strategy at key points of influence across the shopper journey, in order to drive growth within existing and emerging channels.

What did we find?

Tracking more than 1,000 shoppers over a 6 week period, we found that the biggest opportunity to drive penetration growth of meat replacement brands in the Netherlands was actually among the biggest meat consumers! ‘Carnivores’ (shoppers who consumed meat daily) were the consumers most likely to try out a new brand of meat replacement products.

Interestingly, we also found that environmental concerns were among the top factors driving meat-eaters to try out meat replacement brands. This is hardly surprising: meat-free diets are becoming increasingly advocated as an effective way of reducing personal carbon footprint; and with meat-replacement products producing between 30 – 90% less greenhouse gas emissions than conventional meat [2], they are often recognised as a sustainable alternative.

What else?

But understanding who to talk to and what to communicate alone is not sufficient to beat the competition (after all, nearly all meat replacement brands position themselves as sustainable). It is equally important to understand where to speak to shoppers.

Through touchpoint conversion analysis we examined which key points influenced consumers most across their shopping journey. The results showed diverse and nuanced shopper journeys: consumers were both exposed to and influenced by brand touchpoints across the omnichannel landscape, as well as pre-shop and in-shop.

Above all, however, we found that shoppers were most influenced by brand interactions in-shop. This is an intuitive finding: the meat replacement market is young and growing, with many shoppers being light category buyers who are yet to settle into routine purchase habits, suggesting that they commonly make brand purchase decisions once in the shop aisle.

What does this mean for the future?

As the lucrative value of sustainable product offerings draws the attention of more brands, they are faced with an increasingly competitive market as contenders jostle for the approval and loyalty among the growing population of conscious consumers.

Understanding who to talk to and what to talk to them about has never been so important in order to stay ahead of your competition.

Want to know more about how Nepa can help you? Contact us today!

[1] https://www.statista.com/forecasts/877369/global-meat-substitutes-market-value
[2] https://gfi.org/resource/environmental-impact-of-meat-vs-plant-based-meat/

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Kellogg’s trusts Nepa to help it remain relevant

Mississauga, On, Canada - October 24, 2020: A close up Kellogg's

The story

The Kellogg’s company is a multi-national food manufacturing business producing leading cereal and snack foods such as Corn Flakes, Rice Krispies, Pringles, and Cheez-It. Headquartered in America, these products are manufactured and marketed in over 180 countries across the globe.

With so many categories in so many markets, how does Kellogg’s ensure that their products remain relevant? By understanding the needs of their consumer and the buying habits of their shopper through the many paths to purchase.

A category, brand, and shopper behaviour study by marketing intelligence experts Nepa helped Kellogg’s to uncover their connected shopper journeys, how these differed by market and, most importantly, how they can be interrupted to drive conversions both online and offline.

“I would 100% recommend the capability and people of Nepa.”

— Brittney Williams, Portfolio Director of Portable Wholesome Snacks

Close-up of a Pringles logo on a stand with chips in a store. Pr

The plan

Kellogg’s wanted to re-launch their Pringles brand with new creative, new flavours, and a new focus. They also wanted to increase market penetration by expanding the brand for consideration across different eating occasions and demand moments.

Selecting one of Nepa’s dynamic marketing intelligence tools, an omni-channel paths to purchase analysis was established that spanned 10 global markets including India, UK, Korea, France, and Brazil. It covered all major market channels such as eCommerce, hypermarket, supermarket, discounter, bodega, club and convenience.

It was key that this research offered Kellogg’s the insights they needed to deliver effective propositions and communications for their Salty snacks category.

The result

The work has been instrumental in Kellogg’s development of channel and shopper strategies, and has been the basis of all core brand building initiatives. Nepa’s learnings were shared with Kellogg’s creative agency so that they could develop a new shopper toolkit for every market. The output is now the global Kellogg’s standard.

Whilst Nepa’s marketing intelligence capabilities were a fundamental part of the project’s success, the consultative approach between the two companies was the real game changer. The research needed to be useful for global, regional, and market specific teams in Kellogg’s, so everyone needed to align with one methodology and set of research KPIs. Nepa became a true extension of Kellogg’s insight and marketing departments.

The result

$14.2 USD

net worldwide sales

10

global market surveyed

Our Approach

We convert data into
opportunities for growth

Marketing is an investment

Many brands are seeing budget cuts. But focusing only on short-term goals means you can miss the contribution of long-term brand building to growth. To demonstrate the ROI of your marketing you need a team that is experienced in linking your brand KPIs to your company’s financial performance, over time. We help you make those connections, which are essential for making marketing decisions that drive growth.

Ensure brand relevance

As technologies, trends, and industries shift, so do your customers. You need to keep on the pulse of people’s perceptions and behaviours by understanding how your brand is used, its personality, and how your communications are working in order to make adjustments over time.

Select the right channels

Assessing the strength of each individual media channel helps you to focus on the right investments. But most media measurement does not integrate and evaluate all the different channels now available. Our Media Mix Modelling assesses the ROI of all media investments including social, allowing brands to make decisions around budgets for every media, execution, campaign duration, and creative.

Increase market share

There are several ways to increase market share. Sell more to existing customers. Expand your customer base. Sell through new channels. However, in order to choose the right option, you need to understand your potential customer base.

Our Market Segmentation gives you clear, useful information on both current and potential customers. It splits people into different groups based on needs and values, offering insights on how to grow your brand in these different markets.

Measure your performance

As media changes, so do people and their behaviour. To improve performance, you need to evaluate and evolve your campaigns constantly, so that you can make and measure adjustments over time. We help you find the right mix of channels, messaging, creative, and format to increase your impact and ROI.

OUR WIDER OFFER

Adapt to win

Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.

Marketing Mix Modelling

Adjust activity in near real-time with models that are continuously learning from your media activity, sales performance, and brand health.

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Campaign Evaluation

Running campaigns is all about constant evaluation and evolution. Find the right mix of channels, messaging, creative, and format to get the most out of your communications.

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Custom Modules

Use additional modules to manage pricing, brand personality, brand assets and category drivers and place customers at the heart of your marketing decisions.

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Understanding consumers: what gets them to the checkout

January 28, 2022

Sam Richardson


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Path to purchase, Role of Search and Marketing Mix Modelling

 

Depending on what your brand is selling, the way to drive consumers’ purchase varies greatly. The approach towards a purchase is different depending on what the product is. For example people that are looking to buy a new expensive tech gadget will look into different options and research different brands, while those who are going to pick an every day item from a supermarket shelf will be influenced predominantly by the pack and the different options available in that moment.

So how can you make your brand be the final choice for people?

Path to Purchase

For lower value products like soft drinks, sweets and tinned goods there are many factors that can influence the final purchase decision. Everything consumers interact with affects what they’ll end up buying. Here at Nepa, we wanted to understand what impact each leg of the journey had on the purchasing power.

When it comes to FMCG items, consumers will often have an idea of the product they want to purchase, but not so much the brand. By understanding the path to purchase, brands are able to navigate consumers’ minds and end up in their baskets – step by step. For example, a strong brand is found early in the path to purchase and is resistant to the input from brands and their promotions, up to checkout. An even stronger brand can influence a consumer towards a purchase they would not normally make.

P2P insights are like a Rubik’s cube, every turn can create something different. Each tile represents a way we can break down the data, the demographic, the product, the brand, and the channel. With this breakdown of data, we can understand the power of each touchpoint in driving purchase conversion. We can also learn what stops a consumer in their path to purchase or what can send them in a different direction. By understanding people, we can see how much paid, owned, and earned touchpoints impact the path to purchase, and guide it accordingly.

Role of Search

Path to Purchase is great to understand how consumers are purchashing smaller goods, but when it comes to more expensive products (think cars and tech) the role of search is arguably more important. People will think long and hard on where they want to spend their money. Research, compare, and research again; we’re not just picking from a shelf.

At Nepa we collect passive data from participants, taken from their screens when researching a product. This allows us to observe the way people interact with what they see on their screens, what they click on and what they search.

Consumers tend to do two types of searches, category or branded. Category search means looking for a product with no brand preference, ‘best phones of 2022’ or ‘which car should I get’. Whereas a branded search is looking for a specific branded item ‘what Ford is the best’ or ‘difference between iPhone 12 and Pro’. By looking at consumers’ interactions we  can understand what products are being noticed and which factors are more important to win the purchase.

Understanding where a consumer has searched online allows us to help brands understand where they need to be seen in order for their digital touchpoints to drive consumers down the funnel into purchase conversion.

Marketing Mix Modelling

As mentioned, P2P analysis is great for holistic omnichannel insights while Role of Search is ideal for full funnel analysis of lower frequency of purchase items e.g. tech and automotive products; but when you’re want to understand where to get your best bang for buck there’s a lot more to consider. In this case brands need to optimise how they spend money on their advertising campaigns and really think about the effectiveness of each channel. To support brands in taking these decisions, we looked at several campaigns in the space of three years, and measured sales across channels. We were then able to create a model which looked at what factors have influenced the success – or not – of each channel. This can help brands understand exactly which touch points in a marketing strategy impact sales most.

The success of a campaign depends on a number of factors. For example, we look at the seasonality, the existence of external factors (COVID-19 to mention one), internal factors such as marketing and geographic distribution, and finally we analyse the media spread of the marketing. Together this economental model tells us just how much of each marketing channel can maximise the ROI. By understanding the ROI that each channel offers brands can optimise their budgets for best results.

Ultimately there are several approaches which will give different insights and help brands understand each piece of the purchase puzzle. Sometimes it might just be an MMM that’s needed. Other times it might be appropriate to overlay a P2P and an MMM. It all depends on the questions you’re trying to answer but each one can help unlock more value and drive more sales.

By Kit Sandford, Head of Analytics at Nepa UK

Want to know more? Contact us today and our brand experts will help you!

 

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The 4 Keys To Mastering Path to Purchase

September 10, 2018

Sam Richardson


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Key #1 – True Omnichannel Understanding

As digital’s presence grew over the past two decades as both a marketing medium and a sales platform, many businesses created digital incubators which later hardened into silos. Meanwhile, physical channels of the same businesses – often representing 90%+ of enterprise sales – powered on with barely a nod to the cross-channel impacts.

This bifurcated view means that the richness of real-world shopping behaviors – which are almost universally omnichannel behaviors – often remain under-appreciated and under-measured. Our research confirms that understanding the interaction between online and offline experiences is critical to mastering the path to purchase, even in businesses that skew heavily to physical points-of-purchase.

To master the omnichannel path to purchase, integrate all online and offline influences and buying points in your analysis.

Key #2 – Touchpoint Conversion Power on the Path to Purchase

There’s no shortage of methodologies and metrics for evaluating marketing and promotional effectiveness. Over time, three factors have driven new variations: (1) Pressure on growth, (2) prove-it-or-lose-it budgeting, and (3) new touchpoints, largely driven by digital channels and the expansion of shopper marketing.

Experts know there’s no perfect analytical approach, just the question of fitness for use. Today, given fitness for use increasingly calls for understanding the conversion power of each touchpoint on the omnichannel path to purchase. Our research across multiple CPG categories has identified that shoppers are exposed to up to 40 different touchpoints as they initiate, research, purchase, use, and review categories, brands, and products.

Today’s business pressures make it essential to understand the conversion power of every touchpoint along the omnichannel path to purchase.

Key #3 – Shoppers, Missions, and the Path to Purchase

Mastering the path to purchase is critical for brands seeking efficient growth from shopper retention and acquisition. Previous posts have touched on two key success criteria:

(1) An omnichannel approach, including all offline and online touchpoints, and (2) Understanding the conversion power of each touchpoint along the path to purchase.

To ensure the insights will result in efficient and business-building outcomes, it’s essential to understand them in the context of specific shopper segments and shopping missions. Our research has identified important variations in how different shopper segments engage with touchpoints, and the impact of those touchpoints on conversion. Similarly, different shopping missions drive different patterns of engagement and impact.

Each shopper segment and mission has its own unique considerations and reactions to touchpoints on the path to purchase

Key #4 – Brand, Retailers, and the Path to Purchase

Many of the touchpoints on the omnichannel path to purchase are shaped by brands, some are shaped by retailers, and some are shaped through collaboration between brands and retailers. (Others are shaped communally, for example, through reviews on social media.)

To optimize touchpoints shaped collaboratively by brands and retailers, use insights which offer the following benefits:

  1. Objectivity
  2. An omnichannel approach
  3. Touchpoint conversion power ratings
  4. Shopper segment- and mission-specific results
  5. Retailer-level insights

With these benefits, you’ll improve planning and results.

Apply objective insights from omnichannel path to purchase analyses to strengthen collaboration, joint business plans, and growth with key retail partners.

This concludes Nepa’s series of posts on the four key points to mastering omnichannel Path to Purchase created for the P2PX Expo in Minneapolis. Our team will be at the event Oct 2-4 and looks forward to connecting (and reconnecting) with you.

Connect with us at P2PX:

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Awesomeness in Omnichannel |  Summer 2018

August 21, 2018

Sam Richardson


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As consumers become more connected, some companies are embracing Omnichannel better than others and reshaping the way we do business. Here’s Nepa’s summer round up of our favorite Onmichannel examples in the marketplace.

Domino’s Heats Up Summer With “HotSpots”

What’s better than pressing a few buttons and having a fresh pizza show up at your door? Having it show up this summer at 200,000 parks, sports fields and beaches that don’t have a traditional address. Domino’s has extended it’s “Hotspots” program and the company even polled users to suggest delivery spots.

Domino’s continues to prioritize investments in their Omnichannel strategy leveraging technology and mobile features to enhance convenience for customers. In fact, they began to focus on online/mobile ordering long before Uber Eats, Grubhub and Seamless became ubiquitous. The techy pizza company launched “The Pizza Tracker” 10 years ago!

Whole Foods Omnichannel Prime Day Play

After being acquired by Amazon, many in the retail industry have been watching to see how the 800lb gorilla would weave Whole Foods into their Omnichannel strategy. Well, Prime Day gave some us hints. Here’s what they offered.

Prime members who spent $10 in stores from July 11-17 received $10 in Amazon credit usable on Prime Day. Shoppers were eligible once they downloaded the Whole Foods app and connected their Amazon accounts. To sweeten the deal, they also offered shoppers who used their Amazon Visa Card in stores from July 14-1710% back on up to a total purchase of $400, double the usual reward.

To drive awareness they used everything they had: Outdoor and indoor banners, stanchion signs and ceiling signs promoted the sale in stores. Whole Foods supported the event with a banner ads on wholefoodsmarket.com, email blasts, and Facebook and Twitter updates. The retailer also invested in radio spots and sponsored Facebook ads.

Need more Omnichannel? Amazon also used the occasion to encourage trial of delivery from Whole Foods via the Prime Now service. Shoppers who made their first grocery delivery purchase from July 3-17 received $10 off their order and a $10 credit for a future order. Well played.

Honorable Mentions

Other major retailers such as Walmart, Kohls and Target deserve an honorable mention for firing a shot across Amazon’s bow by launching their own aggressive sales promotions during Prime Day. Many of them such as Target flexed new customer centric strategies of their own such as their “Drive up” click-and-collect program.

Kindred Group Goes All In on The World Cup

How does the one of the largest gambling businesses capitalize on the biggest global sporting event? By going fully Onmichannel.

Our brand tracking client Kindred Group parent company to well known brands like Unibet and Red32 catered to players in over 100 countries using their mobile app, online platforms and licensing agreements at physical locations. By investing heavily in online and offline content focused on teaching new players how to place better bets, they were able to engage with their target of single young males. A total of 1.55 million Kindred players were classed as active in the three months to June 30, up 32% from 1.17 million in the same period last year. Sounds like a win to us.

We hope you had a fantastic Summer. Come back in the Fall for our next seasonal roundup of “Awesomeness In Onmichannel.” We can chat about Omnichannel all day, contact our team here.

Webinars
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Path to Purchase Webinar With Lindsay Cowan

August 17, 2018

Sam Richardson


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Lindsay Cowan explains how brands can influence shoppers on their increasingly complex paths to purchase goods and services. Watch this webinar to learn: 

  • How to find real opportunities to grow your brand and optimize conversion along the entire path to purchase
  • How to use these game changing insights to:
    • Plan the right media investment
    • Create integrated communications strategies
    • Identify where, when and why shoppers are being lost
    • Understand key moments of influence

We’re happy to share with you this recording of Lindsay’s presentation from the ESOMAR conference held in June 2018. Please contact us with any questions regarding CX and/or Marketing Optimization.

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Omnichannel Perspective on Path to Purchase

February 23, 2017

Robert Beatus


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Consumer journeys become more and more complex

and changes happen faster than ever. Consumers learn about products, compare prices, share opinions, consume content, and make their decisions where and when it best serves them on their path to purchase.

Different websites, devices, store channels and media types (both online and offline) interacts and impact consumers throughout their journey. This forms the consumer experience that is ultimately decisive for the success or failure for brands and retailers. To make things even more complex, consumers paths to purchase are highly different for different consumer segments; purchase channels and shopper missions. Most CPG (Consumer Packaged Goods) giants and top retailers agree with the importance of an omnichannel perspective on the consumer experience. However, most of them have yet to move beyond single-channel tactics.

READ ALSO: Benefits of Path to Purchase analysis

The gap between online and offline shopper insights

There is one big challenge that companies who do not choose to move into an omnichannel perspective face. It is the lack of easy to implement and robust research methods to ultimately measure consumers’ omnichannel paths to purchase. Which online and offline touchpoints should be prioritized for brand building and ultimately conversion? Currently, most CPG companies have a good understanding of how their shoppers are behaving; both online and offline. However, this understanding often does not link the online world to the offline world together. It also does not link how shoppers are interacting and behaving across the entire Path to Purchase.

There are several reasons why marketing research methods are not able to uncover the omnichannel paths to purchase.

Let’s go through the most common approaches:

  1. Self-stated surveys: The most traditional way of researching path to purchase is asking consumers about their Path to Purchase, the touchpoints they encounter, and the impact they’ve had on them. This method allows for mapping of typical Paths to Purchase, including all types of touchpoints. However, it is typically difficult for people to simply tell which specific touchpoints made them take a specific action. As a result, this method gives very limited insight into the impact of different touchpoints.
  2. Monitor consumers’ digital behavior: This method has a higher validity since it’s based on actual behavior. However, it only links to online behavior not capturing the interaction between online and offline interactions; which is the central aspect of omnichannel paths to purchase. Moreover, companies do not have access to online purchase data from different e-retailers which is why conversions cannot be captured.
  3. Qualitative research: Focus groups, online diaries, or in-depth interviews enable research to dig deeper into consumers reasoning and motives behind behaviors. Qualitative methods are therefore widely used to understand Path to Purchase. The main problem with using a qualitative approach is that it does not quantify either your finding or measure of the impact of individual touchpoints.
  4. Marketing Mix Modelling (MMM): In this method, advanced statistical modeling is applied on historical data on media spend and sales. MMM does not rely on surveys. Therefore it is free from any research biases. It also allows for understanding the impact of individual touchpoints which guides media planning. However, MMM requires high quality time series data of all relevant media spend and sales. This is difficult for media owners to get a hold of. MMM is also limited to the media channels used by the advertiser historically. Moreover, interactions between and sequences of touchpoints are very difficult to capture with MMM.

READ ALSO: Brand research: What is it & why is it important?

Do you recognize the challenges above?

I understand if it’s hard to find a research methodology to capture Path to Purchase across channels. Share how you have solved this situation by writing in the comments section. Otherwise, you’re most welcome to get in touch with me to discuss this subject.

What methods does your company use to understand Path to Purchase?

Nepa’s approach to map consumers’ omnichannel Path to Purchase is to use both monitored and self-stated data. We do this by collecting individual single source data (both attitudinal and behavioral) through a focused panel of respondents for a limited time period (via web scraping, browser monitoring, app monitoring, and a self-reporting portal). This way we can capture all touchpoints that consumers interact with. As well as their actions (e.g. makes a visit or purchase) not limited to bought media or owned channels. By modeling this data, we help our clients understand the impact of individual touchpoints and the combinations of them. As a bonus, we use trigger-based surveys to capture motivations behind actions and experiences of touchpoints.

“The output gives our clients an actionable framework to make market-by-market decisions about how to focus their media, marketing, and sales investments along the Path to Purchase.”

I help businesses to thrive with customer-centricity by utilizing the power of continuous consumer insights. There is no end to what you can achieve with real-time consumer insights, customer feedback, and footprints. Do you want to know more about our approach or share your view on these challenges? You’re most welcome to get in touch with me.

Robert Beatus
Head of R&D at Nepa

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Optimising value growth by leveraging your Path to Purchase

February 21, 2017

Lindsay Cowan


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Profitable growth is ever more challenging

Market conditions, increased competition from new channels and providers coupled with changing consumer and shopper expectations and demands makes growth harder than ever to generate.

However, those that are winning are doing so by creating a new understanding of their business and what’s important through combining multiple data sources and aligning their organisation to execute against these “superior” insights across all touchpoints and channels.

The business challenge on the path to purchase

Most consumer focused companies currently understand how their customers are behaving across touch points. However, this understanding often does not link the online world to the offline world. Nor does it join up data sources to identify how consumers, shoppers and customers are interacting and behaving across all channels and touch points, across the entire Path to Purchase.

Many organisations have already established programs/teams/data insights for separate parts of the journey. However, these insights are often created in silos within the business. To truly optimize revenue, we need to understand the end-to-end journey. We also need to understand how this differs for your different target customers, shoppers and consumers.

READ ALSO: Benefits of Path to Purchase analysis

How?

The key is to track all of their engagements, across your business, to understand the entire Path to Purchase. For example:

  • What drives the purchase, spend or engagement decisions?
  • Which are the priority touch points and why – across all channels and including the online and offline worlds?
  • Which ones influence awareness, consideration and actual purchase or sign up?
  • How does this differ by need and occasion/mission?
  • What is the impact on value growth, bottom line and your KPIs?

To clearly evaluate the financial impact to KPIs of each touchpoint, a true “through the line” perspective of key touch points must be a requirement.

Ultimately, the question to be answered is:

Where should you focus your media, marketing and sales investment along the Path to Purchase to optimize growth?

Nepa combines technology and proven methodologies to create an end to end “single source view” of the Path to Purchase. Specifically, we combine attitudinal and behavioral data. Hence, this helps us to understand what customers are doing, thinking, feeling and experiencing at each stage of the journey.

READ ALSO: Optimise your marketing budget with Marketing Mix Modeling

So, our multiple methodologies can be combined to create the most relevant and tailored solution to your specific business requirements. These methodologies enable us to create an understanding of customers in a broad spectrum. This includes the where, when, why and how customers, consumers and shoppers are engaging for ALL online touch points.

Most importantly, we identify which touch points are the priority ones for driving:

  • Awareness
  • Consideration
  • Purchase
  • Re Purchase (Retention and Reactivation) and which ones most impact your bottom line financials.

If you want to find out more about how Nepa can help your business, please get in touch.

Lindsay Cowan
Managing Director of Nepa UK

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