The Marketing FlyLoop

The Marketing FlyLoop is a modern framework that replaces the outdated linear marketing funnel with a non-linear, AI-powered, loop-based customer journey model. This deck breaks down how consumers move across Media, Commerce, Business Operations, and Data/AI, and provides a practical blueprint for orchestrating always-on, interconnected growth.

Inside, you’ll find:
- Why the traditional funnel is obsolete
- A clear breakdown of the four layers of the FlyLoop
- KPIs and workflows for Media, Commerce, Ops, and Data/AI
- Overlaps across channels and how brands can orchestrate them
- A practical FlyLoop audit, planning guide, and budget framework
- An example use case for beauty & personal care

This is a must-read for marketers, CMOs, growth leaders, e-commerce teams, and operators looking to transform their customer journey strategy using AI, data, omnichannel orchestration, and full-funnel velocity.

Transcript

1. The Marketing FlyLoop AnyMind Group｜2025
2. 2 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop The consumer journey is no longer linear Awareness Consideration Conversion “The classic funnel is obsolete. Instead, todayʼs journey zigzags through social feeds, in-game ads, influencer content, and last-minute WhatsApp nudges…Brands need to stop thinking only in terms of funnel stages and start focusing on being present wherever their audience is.ˮ Source: AnyMind Groupʼs Digital Landscape Report 2025 Mediabuzz We built the FlyLoop to match this modern journey
3. 3 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Weʼre not the only ones saying this Source BCG Itʼs Time for Marketers to Move Beyond the Linear Funnel): https://www.bcg.com/publications/2025/move-beyond-the-linear-funnel Source Google: How people decide what to buy lies in the ‘messy middleʼ of the purchase journey): https://business.google.com/aunz/think/consumer-insights/navigating-p urchase-behavior-and-decision-making/
4. 4 01 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop
5. 5 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop The FlyLoop - A Modern Map for the Nonlinear Consumer Journey Consumer Data/AI Orchestration | Automation | Optimization Commerce Discovery | Evaluation | Transaction Media Business Operations Awareness | Attention | Engagement Help | Satisfaction | Loyalty Weʼre taking an org-wide view to marketing. Today a business should have and needs to align every function around the consumer journey. From media to commerce, operations to data, success no longer lies in isolated efforts or siloed teams. Instead, brands must orchestrate an interconnected system that continually adapts to how consumers behave, buy, and build loyalty. The FlyLoop is built on four interconnected layers: Media – Where attention begins Commerce – Where intent turns into action Business Operations – Where expectations are met Data & AI – The connective tissue The consumer isnʼt moving through a brandʼs funnel. Brands are instead rotating around their attention.
6. Plan by Loop, Not Channel ➔ Each loop has different stages. Map every initiative against the loop, not siloed teams. #1 Measure Velocity, Not Just Endpoints ➔ Track how quickly and smoothly consumers move across the loop. #2 Train for Systems Thinking ➔ Break silos by aligning media, commerce, ops, and data around shared outcomes. #3 Standardize Structure, Localize Execution ➔ Tailor the loop per market—but ensure consistency in structure and intent. #4 6 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop How to use it For marketers, the FlyLoop is more than a diagram, itʼs a blueprint for success in todayʼs digital world. Loop 1 Stage 1 Stage 2 Stage 3
7. 7 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Media Media Awareness Attention Engagement Media This is where demand begins: through word-of-mouth, influencer content, paid media, and social signals. Function Awareness | Attention | Engagement Mediums WOM Word of Mouth), Audio, OOH / DOOH, Earned PR, UGC, Broadcast, App, Web, Print, Social, Retail media, Influencers/creators KPIs Reach/impressions, dwell time, traffic, engagement rate, CTR, CPM, CPC, completion rates, share of voice, brand lift
8. 8 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Commerce Commerce Discovery Evaluation Transaction Commerce Where intent converts to action: via live commerce, e-commerce, apps, or offline retail. Function Discovery | Evaluation | Transaction Channels E-commerce, Live commerce, Social commerce, POS, Mobile / In-app purchases, Conversational commerce, Brick & mortar, Subscription, O2O Online to Offline) KPIs Conversion rate, Average order value, add-to-cart rate, time to purchase, Revenue/sales volume, CAC, cart abandonment rate, ROAS
9. 9 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Business Operations Business Operations Help Satisfaction Loyalty Business Operations Where delivery meets expectation. Operations ensure every promise made upstream is kept downstream. Function Help | Satisfaction | Loyalty Workflows Product, Customer, Customer service, Sales, Fulfillment, Forecasts, Payments, Warehousing/Inventory, Production KPIs CSAT, NPS, CLTV, First contact resolution, repeat purchase rate, return rate, fulfillment accuracy, churn rate
10. 10 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Data/AI Data/AI Orchestration Automation Optimization Data/AI The connective layer powering smarter decisions across the FlyLoop. Data and AI link every touchpoint. Function Orchestration | Automation | Optimization Tools CDPs, MCPs, APIs, workflow automation, context engineering, analytics & modeling, data lakes/warehouses, LLM/ML libraries, data governance KPIs Personalization uplift, operational efficiency gains, forecast accuracy, attribution accuracy, data quality score, experiment velocity, real-time execution ratio
11. 11 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Overlaps There are overlapping zones across the three pillars, and the center of the FlyLoop is where the consumer sits - the sweet spot across all three pillars - where disciplines blend to drive a more holistic, looped customer experience. Overlaps Media & Commerce Examples: Affiliate marketing, shoppable ads/content, dynamic product ads, product seeding, retargeting KPIs: CTR, conversion rates, ROAS, attributed sales Commerce & Business Operations Examples: inventory-aware product listings, dynamic shopping options, real-time fulfillment messaging, cash-on-delivery, return/exchange workflows, O2O KPIs: fulfillment accuracy, repeat purchase rate, CSAT Business Operations & Media Examples: UGC from fulfillment experiences, customer service on SNS, ops insights for media targeting, operational excellence > branding 1-day delivery promise), automated feedback loops KPIs: CSAT, social sentiment, NPS, response rate Center Zone Examples: Creator commerce YouTube Shopping, TikTok Shop, etc), loyalty programs, omnichannel campaigns, CRM-led retargeting, customer experience, all-in-one apps KPIs: CLTV, churn rate, cross-channel ROAS, repeat rate, brand affinity Data/AI Orchestration | Automation | Optimization Commerce Discovery | Evaluation | Transaction Media Business Operations Awareness | Attention | Engagement Help | Satisfaction | Loyalty
12. 12 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Hyper-orchestration and how AnyMind fits in Consumer Data/AI Orchestration | Automation | Optimization Commerce Discovery | Evaluation | Transaction Media Business Operations Awareness | Attention | Engagement Help | Satisfaction | Loyalty Media WOM Word of Mouth), Audio, OOH / DOOH, Earned PR, UGC, Broadcast, App, Web, Print, Social, Retail media, Influencers/creators KPIs Reach/impressions, dwell time, traffic, engagement rate, CTR, CPM, CPC, completion rates, share of voice, brand lift Commerce E-commerce, Live commerce, Social commerce, POS, Mobile / In-app purchases, Conversational commerce, Brick & mortar, Subscription, O2O Online to Offline) KPIs Conversion rate, Average order value, add-to-cart rate, time to purchase, Revenue/sales volume, CAC, cart abandonment rate, ROAS Business Operations Product, Customer, Customer service, Sales, Fulfillment, Forecasts, Payments, Warehousing/Inventory, Production KPIs CSAT, NPS, CLTV, First contact resolution, repeat purchase rate, return rate, fulfillment accuracy, churn rate Data/AI CDPs, MCPs, APIs, workflow automation, context engineering, analytics & modeling, data lakes/warehouses, LLM/ML libraries, data governance KPIs Personalization uplift, operational efficiency gains, forecast accuracy, attribution accuracy, data quality score, experiment velocity, real-time execution ratio
13. 13 ©AnyMind Group. All Right Reserved. The Marketing FlyLoop Use case: Beauty & Personal Care Consumer Data/AI Orchestration | Automation | Optimization Commerce Discovery | Evaluation | Transaction Media Business Operations Awareness | Attention | Engagement Help | Satisfaction | Loyalty Media: • Leverage creators through AnyTag to demo product usage and before/after transformations. • Seeding user-generated reviews on social and e-commerce platforms. KPI: Engagement Rate, Save/Share Metrics, Earned Reach Commerce: • Landing page with quiz-based discovery tools (e.g. skin type → routine builder). • Integrate purchases through platforms like LINE, WhatsApp, or Instagram DM with AnyChat. KPI: Bundle Take Rate, CVR from quiz Business Operations: • Enable try-before-you-buy models via sample fulfillment. • Use smart packaging for post-purchase tutorials/unboxing. KPI: Trial-to-Full Conversion Rate, Sample Request to Fulfillment Time Data/AI: • AI-generated product pairings based on purchase history. • Sentiment analysis on reviews for R&D feedback loop. As marketers and operators, the creation of a flywheel effect (always-on) within a pillar and the management of the velocity of this flywheel, are crucial to the success in today’s consumer journey
14. 14 02 ©AnyMind Group. All Right Reserved. Where to start
15. 1 Where and how do consumers discover new products? Media 3 2 What drives trust and evaluation? Commerce) What service levels do they expect? Ops Focus your efforts where discovery actually happens—social platforms, influencers, and marketplaces. Map the top channels per market and double down on the ones that move awareness fastest. Set your baseline to meet rising expectations: fast delivery, responsive support, and easy returns. Localize service levels by market to exceed what competitors provide. Build credibility by making reviews visible, pricing transparent, and policies clear. Always enable local payment methods and reduce friction in how customers compare and decide. 15 ©AnyMind Group. All Right Reserved. Each stage of the FlyLoop is shaped by local habits. Identify what drives discovery, trust, and service expectations to unlock growth. Adapt your strategy to local behaviors instead of assuming one size fits all. Where to start 1. Map local behaviors across the FlyLoop
16. 16 ©AnyMind Group. All Right Reserved. Audit each loop by mapping what currently exists locally, what are the gaps and what are the unknowns, then prioritize actions that close gaps first. Where to start 2. Run a FlyLoop audit - Identify strengths, gaps and unknown Example of audit structure - Commerce Discovery Evaluation Transaction What exists locally? Strong affiliate networks through 3rd-party vendors. ECommerce platforms already drive high traffic Whatʼs missing/unknown? Limited brand visibility outside platforms, weak O2O activation, unclear search rankings or share-of-shelf in key marketplaces. What exists locally? Products listed on leading platforms; basic product detail pages; competitive pricing in categories. Whatʼs missing/unknown? Few localized reviews or UGC, lack of enriched product content (videos, comparisons), unclear delivery/returns info reducing trust. What exists locally? Local payment options enabled, checkout flow functional, basic in-region customer service team. Whatʼs missing/unknown? High cart abandonment rate, limited upsell/cross-sell flows, no SLA for CS response. Next step: Prioritize initiatives that close the evaluation and transaction gaps first—localized reviews and stronger checkout/service experience—to directly lift conversion and order value.
17. 17 ©AnyMind Group. All Right Reserved. Donʼt approach the FlyLoop as a sequential project where everything has to be perfect before launch. Each loop: Media, Commerce, Business Operations and Data/AI has its own natural rhythm and opportunities for acceleration. Where to start 3. Plan initiatives per loop – Build momentum early Media Quick wins: Activate influencers, test short-form video, launch localized campaigns Next step: Double down on top-performing channels to scale awareness Commerce Quick wins: Optimize product listings, enable local payment methods, simplify checkout. Next step: Build reviews, enrich content, and run marketplace A/B tests. Business Operations Quick wins: Improve response times, tighten fulfillment in priority cities. Next step: Standardize SLAs, pilot automation in high-volume markets. Data/AI Quick wins: Automate reporting, launch small workflow automations. Next step: Use insights to refine targeting, forecast demand, and feed improvements into other loops. Example of plan
18. 18 ©AnyMind Group. All Right Reserved. More often than not, such orchestration is across multiple departments and functions. Itʼs important to align on 23 metrics that every team can rally around so loops build together, rather than in silos. Where to start 4. Define shared outcomes Example of metrics that can be used Loop completion rate Time to First Purchase First Repeat Purchase Rate % of users moving from, for example, Engagement → Evaluation → Transaction. Tracks how effectively customers progress through the FlyLoop, highlighting friction points that block growth. Average duration from initial engagement to first transaction. Measures how fast awareness converts into revenue—shorter time means stronger loop velocity. % of customers who make a second purchase within a set period. A leading indicator of loyalty, stickiness, and sustainable growth. Key takeaway: Keep metrics simple and shared so Media, Commerce, Ops, and Data/AI teams all work toward the same outcomes.
19. 19 ©AnyMind Group. All Right Reserved. Treat your launch like a loop, not a linear rollout. Where to start 5. Launch, Learn, Loop • Start modular: Launch small and contained pilots within each loop - whether it’s a single influencer campaign, a localized checkout flow, or an AI-powered workflow test. • Learn continuously: Gather feedback and data at every stage of each loop. Use these insights to refine not just the current loop, but to inform others. • Adapt fast: Don’t wait for perfection. Make incremental adjustments as the loop runs, letting momentum compound rather than stalling for a “big launch.” • Capture reusables: Document what works, be it channels, content formats, workflows, or AI triggers, and share across teams and markets for faster scaling. A FlyLoop should be constantly cycled, tested, and refined, with each launch becoming the start of the next loop.
20. 20 03 ©AnyMind Group. All Right Reserved. FlyLoop budget planning framework
21. 21 ©AnyMind Group. All Right Reserved. Anchor spend to FlyLoop stages, not siloed media channels. FlyLoop budget planning framework 1. Budget by loop stage, not by channel • Traditional channel-based budgets (e.g., “Social: 20%, PR 15%ˮ) encourage silos. • Instead, allocate spend to consumer journey stages within each FlyLoop pillar. • This creates alignment across Media, Commerce, Business Ops, and Data/AI. Old Way Channel-based) FlyLoop Way Stage-based) Social: 20% Media – Awareness: 15% PR 15% Media – Engagement: 15% ECommerce ads: 30% Commerce – Evaluation: 20% CRM 10% Ops – Loyalty: 10% Data tools: 25% Data/AI  Optimization: 40% Example
22. 22 ©AnyMind Group. All Right Reserved. Let market realities guide where the heaviest spend goes. FlyLoop budget planning framework 2. Match Budget to Market Context • Each market faces different growth bottlenecks. • Allocate heavier budgets where the loop is weakest, not just evenly across. Market Situation Heavier Budget Allocation Low brand awareness Media Awareness, Engagement) High traffic, low conversion Commerce Evaluation, Transaction) Operational issues hurting reviews Business Ops Satisfaction, Loyalty) Multichannel chaos, little insight Data/AI Automation, Attribution) Example
23. 23 ©AnyMind Group. All Right Reserved. Measure beyond Return on Ad Spend and Customer Acquisition Costs - track flow through the FlyLoop. FlyLoop budget planning framework 3. Balance Immediate ROI with Loop Velocity • ROI tells you “Did we get a return?ˮ • Loop velocity tells you “Are we accelerating the journey?ˮ • Both are needed for smart budget allocation. Metric Type Example Metric Meaning ROI Metrics ROAS, CAC, Sales Volume Financial efficiency of spend Loop Metrics Add-to-cart rate from influencers Engagement → Evaluation velocity Repeat purchase time window Satisfaction → Loyalty velocity Content-to-conversion ratio Attention → Transaction velocity
24. 24 ©AnyMind Group. All Right Reserved. Invest once, localize quickly, operate efficiently - aligned to FlyLoop pillars & stages. FlyLoop budget planning framework 4. Scale with a Build | Adapt | Run - budget model • Build (central): Create reusable modules once (templates, PDP schemas, checkout patterns, SLA playbooks, AI triggers) tied to loop + stage (e.g., Commerce → Evaluation). • Adapt (local): Lightly localize for each market (language, payments, channel norms) to remove friction and lift loop velocity. • Run BAU: Ongoing media, marketplace ops, support, and data ops to keep the loop flowing. Track loop velocity KPIs alongside ROAS/CAC. Loop → Stage Build Central) Adapt Market Run BAU Media → Engagement UGC/influencer brief kit, shoppable post formats Local creators, formats, compliance Always-on posting, community mgmt Commerce → Evaluation PDP schema, review widgets, comparison blocks Localized content, ratings, returns info Promo ops, A/B tests, price ops Ops → Satisfaction SLA playbook, macro library Language packs, carrier mix Tickets, fulfillment, returns Data/AI → Optimization Event map, API/ETL, models/triggers Source hookups per market Dashboards, experiments
25. 25 ©AnyMind Group. All Right Reserved. Invest once, localize quickly, operate efficiently - aligned to FlyLoop pillars & stages. FlyLoop budget planning framework 4. Scale with a Build | Adapt | Run - budget model Budget patterns Recommendation) New Markets Mature Markets Build Adapt Run 40% 35% 25% Build Adapt Run 15% 25% 60% Adjust by market context: if conversion is the bottleneck, bias to Commerce → Evaluation/Transaction; if awareness is low, bias to Media → Awareness/Engagement. Scalability KPIs Recommendation) • Reuse rate = % modules used across 3 markets • Adapt cost per market vs central build cost • Time-to-launch per market (days) • Loop velocity lift (e.g., Content→Conversion ratio, Add-to-Cart from influencers, Repeat-purchase window).
26. 26 ©AnyMind Group. All Right Reserved.