Measurement Mechanics: Marketing Touch Tracking

January 13th, 2022

With contributors:

Cristina De Martini , Tyler Orleans , Drew Zalucky

Summary

Marketing touch tracking refers to the capture of two-way interactions between individuals and the marketing tactics that make up marketing programs and campaigns. Whether pursuing marketing sourced or influenced metrics, moving beyond sourcing to demonstrate marketing lift, conducting touch analysis, building multitouch attribution models, or powering marketing ROI calculations, marketing touch tracking is the starting point. This report provides a detailed look at the mechanics of marketing touch tracking, including recommended actions and common pitfalls to avoid when operationalizing demand performance reporting.

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