Why do so many marketers map digital metrics onto a model designed for market research?

In this episode of data smarties, we take a look at the history of the classic marketing funnel, and propose a better way for small businesses (who don't have the budget for brand tracking research) to create marketing funnels they can actually measure.

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Chapter titles

00:00 – Intro

00:36 – The mistake

01:48 – History of the marketing funnel

02:39 – 3 features of the funnel

03:19 – Measuring the marketing funnel

04:33 – Digital marketing metrics don't fit the classic funnel

06:00 – Advice for small business

Credits
Music by Mikel: https://www.youtube.com/watch