Marketing attribution is the best friend of the chief marketing officer working in the multitouch, multichannel world, Anto Chittilappilly writes. But old methodologies of assigning or apportioning credit for a sale at some point in the sales funnel are inadequate compared to algorithmic attribution, which "gathers and analyzes every attribute of each touchpoint experienced by all prospects across all channels to produce a customized model." Proper attribution can help CMOs forge relations with all their C-suite colleagues, including chief financial and chief revenue officers.

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