Bizible is a Seattle based company founded by former Microsoft / Bing advertising veterans Aaron Bird and Peter Thompson. The company engineers analytics software that allows companies to accurately track offline revenue back to online marketing source - no small feat! They've got a pending patent on their technology too, it will be interesting to see if it's granted. Anyway, I digress. Bizible recently conducted some market research through over 480,000 leads they've received through their Salesforce marketing analytics platform. The aim, to provide insight on how marketers should be thinking about attribution modeling. Let's clear up some phrases before we look further:
- Last touch refers to the last click (touch) that a user makes before turning into a lead.
- First touch refers to the first click in the marketing cycle, i.e. the first click that the user made to enter the marketing cycle.