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APR 13, 2018
All this technology, all this data, all this new thinking—all of it is transforming marketing both operationally and strategically. Whereas once marketing was seen as the fluffy stuff—or, in the case of one company I worked at, the place that sticks a logo on letterheads and merchandise (car phone chargers! headphones!)—now there is a real drive towards proving return on investment. And where there is ROI, there’s more clout. So with all this technology, data, new thinking—marketing transformation—how is it that some CMOs are still trying to prove their worth? As the CMO reaches the top table, they must move away from vanity metrics and begin to think about more robust ways to drive repeatable, predictable, and scalable revenue. The modern marketing leader is in the business of driving revenue, not spending money with no returns. More
JAN 1, 2018
Too many marketers continue to rely on last-click attribution, according to a report by ClickZ, without understanding the value played by all touchpoints in the customer journey. Here are six drivers of multi-touch attribution, by author Sam Carter,that will play a big role in 2018. More
DEC 21, 2017
Recently, while visiting the West Coast, I had the opportunity to attend an incredible meeting of board members and executives from a variety of organizations and industries. More