You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Funnel We Need: Follow Customers as They Actually Behave A 4-Stage Cycle Where 'Earned, Owned and Paid,' and 'Traditional and Digital' Don't Matter By Nate Elliott, Published on January 23, 2013 16 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.