Marketing Attribution Podcast
What’s Missing From Your Technology Marketing Action Plan?
Attribution is a hot topic among marketers. But most attribution is ineffective if not outright broken. The consumer journey can be exceedingly complex. How do you accurately assign credit for each ad or marketing effort so you know what’s working, what’s not and how each effort and investment interacts with the others? If you view digital in a silo you are potentially missing important offline and non-media influences – including long-term brand effects for example – that impact consumer purchase decisions. The key is a holistic “cross channel” approach that combines digital attribution with mix modeling. In this Podcast interview with Crimson Marketing CEO Glenn Gow, Daniel Kehrer, VP of Marketing at MarketShare, discusses this and other marketing analytics and technology topics.