Tactic ROI: Marketing Touch Analysis

Defining tactic ROI based on inquiry/response rate alone doesn’t reveal a tactic’s full value story. Marketing must understand which tactics are part of the “arc of activity” common to prospects that evolve to opportunity and closure. Understanding how tactics are consumed helps to optimize both frequency and sequencing.

Having been on the receiving end of questions about what tactics marketers should be using more or less, we have shared in the frustration these marketers feel. Over time, we have suggested several remedies; now, we have settled on two we believe get the closest to a real answer. In this report, we describe and discuss marketing touch analysis, our second approach.