The Measurement Minute by Gary Angel

If store and area pass-by traffic provide a measure of opportunity at the top of the funnel and PoS data provides the bottom of funnel, how do you fill in the middle of the funnel? After all, with opportunity and conversion you have a good measure of success, but no information about why a store, section or display was more or less successful. Filling in the middle of the funnel helps you understand what went right or wrong.

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