Episode 12

Navigating the Dark Funnel of Marketing Measurement

The “dark funnel” gained attention when marketers realized prospects were beginning the customer journey sooner than they’d thought. And they weren’t measuring it.

The earliest stages of the buyer journey happen before marketers can identify prospects' engagement or without those consumers providing any personal information. These dark funnel touchpoints take place through off-site channels like word of mouth, organic social, reviews, third-party communities, and even podcasts. In this episode, Elena, Rob, and Angela are joined by Director of Analytics Jordan Rossler to talk about the challenges (and benefits) of the dark funnel plus how to set your marketing campaigns up for measurement success.

Topics Covered

• [02:30] What is the dark funnel in marketing?

• [07:00] How are privacy changes impacting measurement?

• [09:00] Using multiple models to shed light on the dark funnel

• [13:00] How to use a “How did you hear about us?” survey

• [15:30] Where should marketers start with testing a channel’s effectiveness?

• [17:00] How to approach test design with intentionality

• [20:00] Using creative pretesting to set marketing tests up for success

Resources:

MarketingProfs Article

2021 6sense Blog

2022 LinkedIn Post

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