Data and Audience
Conversion Path is the sequence of steps a consumer took before it turned into a customer or completed another desired action. It is important for marketers to understand the conversion path of its customers so they can gain better insights into what prompted the target audience member into take action. A conversion path could consist of a consumer opening an email, completing a short survey and redeeming a coupon sent as a reward for the survey response. This could indicate to the marketer that digital coupons are a key step in a consumers conversion path.
