Analytics is running aground as the the buying methodologies of consumers get more and more complex. I recently spoke at event where I described how most people think about marketing and sales… and our reporting systems really haven’t wandered too far from these scenarios: Most of these systems utilize methodologies of first and last touch: First Touch – what was the first occurence when the prospect was introduced to our brand, product or service that led them down the conversion funnel to become a customer? Last Touch – what was … Continue reading
