In this data-packed age of digital analytics, it can often be difficult to sort through the data to truly find what is important. Marketers have to decide early on in a campaign what is important to them and what their goals are. Are they trying to generate traffic to their website? Are they trying to increase sales on their website? Are they trying to create return customers or offer new products to existing customers?
Depending on these goals, marketers will weigh their interactions with the consumer differently. If they are trying to generate website traffic they will judge very heavily their first interaction, or what tool made that customer come to their website?
If they are trying to increase sales, they will assess what made that customer finally pull the trigger and purchase their product? Or, what finally closed the deal?
If they are not just interested in what marketing tool drove the most customers to their site, but rather what tool drove the most purchases to their site, they will weight the first and last interactions the heaviest.
