Topic | Attribution

Rahim Rajpar shares how John Hancock is targeting B2B and B2C audiences, and the changing role of marketing leaders in creating customer experiences.

Chief commercial officer Reggie Walker chats about how Big Four auditing firm PwC is connecting with a diverse global audience, and what's next.

Both traditional and online-first brands need to look to attribution measurement to see which channels provide the best marketing ROI.

Granular measurement enables marketers to evaluate individual channel performance, and drill down to see the performance of each dimension within a channel.

B2B marketers share their hurdles for calculating marketing ROI & killer tips for improving attribution, from first to last touch and everywhere in between.

When done properly, attribution programs can live up to the hype and deliver outstanding business value and insights. But for every success, there are also failures.

B2B marketers are struggling with attribution: how do you quantify the results of your actions and investments?

To maximize your marketing attribution efforts, concentrate less on the absolute measures a touchpoint contributes to conversion, and more on the areas that impact results most.

Cross-channel attribution is helping brands track marketing and media efforts more accurately and helping to show how they impact overall business.