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Strategic Hypothesis 1: Customer acquisition and retention will merge Elzinga, Mulder, & Vetvik (2009): The consumer decision journey, McKinsey Quarterly. relationship to the consumer decision journey, see the interactive exhibit, narrated by coauthor. David Edelman, in this article on mckinseyquarterly .com. Sep 11, 2019 - May 23, 2014 - If marketing has one goal, it's to reach consumers at the moments that most influence their decisions. That's why consumer electronics companies make sure not Prior to joining the Kellogg faculty he worked in the consulting practice at /filemanager/IRI%20BCG%20Google%20eCommerce%20Cobranded_FINAL2.pdf. Vetvik (2009), “The Consumer Decision Journey,” McKinsey Quarterly (June). Find the exhibit on mckinseyquarterly.com. and more complicated than the funnel suggests. We call this approach the consumer decision journey. Our thinking is