The Escalation Matrix 4x4 is a framework that helps marketers to understand the different stages of the customer journey, and how those stages might be affected by marketing actions. The Escalation Matrix 4x4 is a framework that helps marketers to understand the different stages of the customer journey, and how those stages might be affected by marketing actions. There are four quadrants in which customers act: Awareness, Consideration, Conversion, and Loyalty. The matrix is used to determine what stage a given customer is in as well as what marketing action should be taken at any given time.