HomeResearch Articles Marketing Influence: A Roadmap for Developing Metrics

Marketing Influence: A Roadmap for Developing Metrics

  • B-to-b marketing is investing heavily in influence-related activities, but few have developed metrics for evaluating them
  • Touch analysis provides a basis for understanding marketing's influence across individual buying cycles, but its findings must be summarized to be actionable
  • Our three-phase model outlines a process for developing and utilizing influence metrics that can drive ongoing marketing performance

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