multi-touch 
ANNUITAS
MARCH 21, 2023
Adobe has made significant advancements to its Dynamic Chat capabilities inside Adobe Marketo Engage. The hidden gem in the Dynamic Chat additions is the ability for Adobe Marketo Engage users to take advantage of generative AI to suggest content and responses once the chat is being handled by an internal human. conversations to date.
DiscoverOrg
MARCH 25, 2019
Direct mail is a key part of a multi-touch marketing campaign. Check out this story from Campaign Stars: Based upon research collected across hundreds of campaigns, we’ve seen that multi-touch and multi-channel campaigns increase engagement rates by over 15%! Shout out to our great co-hosts, Gong and Marketo !).
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Adobe Experience Cloud Blog
MARCH 11, 2019
Social media is the poster child for multi-touch attribution. That means that traditional first- and last-touch attribution models won’t do much to demonstrate how your social media efforts deliver ROI. How social eludes attribution. The potential is there, but be realistic.
Adobe Experience Cloud Blog
JANUARY 7, 2019
While first or last touch attribution is easier to model, it can lead to a biased decision. For instance, a last touch model may cause you to potentially overspend on search marketing while deprioritizing the tactics that got a customer there in the first place. However, it is difficult to model.
Adobe Experience Cloud Blog
OCTOBER 5, 2016
When it comes to specific marketing tactics, biases can be very costly if you don’t keep them in check. At first glance, you might think this is confirming your bias that social media is not effective because it seems more expensive than other tactics. Not Segmenting Your Database.
LeanData
JULY 13, 2020
Due to the long, complex buying cycles, my team had to collect data from every touch point on the buyer’s journey across multiple stages from awareness, consideration, solution generation, and deal acceleration. Which tactic or channels were the most successful at each stage? What sources were likely to convert the fastest?
Contently
APRIL 13, 2017
There are two slides that I love in particular because they explain the biggest misconception in content marketing: that content is just another direct-response marketing tactic. (Also a bunch of pictures of Rand looking like a railroad baron.) The consumer journey is just much more complicated than “click-read-buy.”
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