There are multiple touch points in any marketing campaign. A customer may have seen a few display ads, clicked on a social link, searched a website and read several email marketing messages before making a purchase. John Dietz, VP-products at Adometry Inc., said his company typically sees about four to 10 touch points before conversion; yet most companies attribute the last touch as the one that helped convert a prospect to a customer.
That's a big misconception, he said, since every touch point is not equal. One or more of the touches is going to be responsible for getting that customer to make a decision, and it's very rarely the last one. This is why metrics cannot live in silos anymore, especially email metrics. But very few marketers-and even fewer b2b marketers-are looking at their campaigns as a whole, one analyst said.
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