Best Practice Report

Understanding B2B Deals: The Four Components Of Touch Analysis

January 1st, 2018
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst

Summary

Touch analysis is a technique used to understand patterns of interaction between B2B organizations and their prospects and customers. By analyzing prospects’ and customers’ interactions with sales and marketing tactics, organizations can uncover details about what influences buyer and customer decisions. Each of the four core components of touch analysis can be applied using variations that drive deeper insights into sales and marketing effectiveness.

Touch analysis, a technique that B2B sales and marketing organizations can use to enhance their understanding of buyer behavior, presents an array of choices, each providing different insights (see Tactic ROI: Touch Analysis). By applying variations of the core components of touch analysis, organizations can tailor their touch analysis to specific analytical questions and develop deeper insights to enable the refinement of their tactical approaches. In this report, we describe the four components of touch analysis and the potential variations that can be applied to drive deeper insights.

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