Decision Pathway ModelingTM (DPM) leverages sophisticated analytical techniques to understand customers’ decision processes, whether the decision is about what hotel to stay at, what drug therapy to use, or what financial services company to invest with. The purpose is to identify points along the way where brand teams can influence customers to choose a specific brand through education, advertising or marketing programs. DPM empowers clients to:

  • Identify critical points and their relative importance
  • Understand the influences, considerations and emotions affecting customers at those points can
  • Determine the likely alternatives customers will consider
  • Determine the relative value of each possible customer pathway to prioritize resources and act accordingly

DPM answers questions like:

What influences customer satisfaction?
Where do we have competitive advantage?

How can we identify and target segments effectively to increase share?
What influences customer decisions the most – positively and negatively?

How can we take share from our biggest competitor?
Why do customers prefer certain product and feature configurations?
Pinpoint the best opportunities along the pathway to focus on to yield the maximum return. In this case, Ease of Reservation and Overall Brand Awareness appear especially promising.