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The Power of “First Touch”
I want to share a quick example of Performable Lifecycle Analytics in action and in particular the power of our “First Touch” metric. If you follow Performable, you know that we believe Lifecycle Marketing is the best way for marketers to turn website visitors into passionate customers. “First Touch” is just one part of Lifecycle Marketing. You can read more about the entire process in our free whitepaper.
What is “First Touch”?
For those of you that do not know, our first touch metric is fairly unique. It allows you to see how a customer first discovered your business even if they interacted with other marketing campaigns before converting. For the most part, companies like Google rely on last click attribution which means the last click get full credit for a conversion.
“First Touch” in Action
We recently signed a Fortune 500 client and I was interested to discover their first touch point with Performable. Since I was already in Salesforce, I navigated to the opportunity to check out the source. No luck, the source data was blank so I then navigated to the account. Again nothing.
My next stop was the Performable system and specifically the profiles section. Here I found my answer. The customer’s profile gave me a complete view of the customer’s interactions with Performable including how they discovered us, what their last interaction was before key events including registration and purchase, website content viewed and more.
Turns out that they first discovered Performable through Adwords and since I tagged the URL using Super URL Builder I knew the exact keyword. With this data, I am able to justify the budget of the keyword for the next 6 months.
Performable Lifecycle Analytics allows you to answer tough marketing questions. Try it out yourself with a free 30 day trial.
