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Path to purchase 

The different sites, channels and 

devices and information sources that consumers use to 

inform their purchase decision for a product or service. 

Also known as conversion pathways on a site.

 Pay-  per-  click (PPC) search marketing 

A company 

pays for text adverts to be displayed on the search engine 

results pages when a specific keyphrase is entered by  

the search users. It is so called because the marketer  

pays each time the hypertext link in the ad is clicked on.

People variable 

The element of the marketing mix 

that involves the delivery of service to customers during 

interactions with customers.

Performance drivers 

Critical success factors that 

govern whether objectives are achieved.

Performance management system 

A process used 

to evaluate and improve the efficiency and effectiveness of 

an organisation and its processes.