Advances in tracking across marketing channels make it possible to properly credit each channel for its contribution to a variety of outcomes. But this can be logistically and analytically complex. In practice, getting value from attribution analysis is often more about continuous progress along a thoughtfully-developed path than about a destination. Cesar Brea, author of “Marketing and Sales Analytics” (Pearson FT Press, 2014) and founder of Force Five Partners, will moderate an American Marketing Association Boston Chapter panel discussion including:
- Ian Klein, Head of Global Digital Media, Kaspersky Lab
- Chris Madaus, former Group Vice President, Marketing Strategy, Brand and Operations, Walgreen’s
- Manu Mathew, Co-founder and CEO, VIsual IQ
- Judah Phillips, founder and CEO, SmartCurrent
- Bob Sherwin, Senior Director, Customer Acquisition, Wayfair
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