Marketing Attribution 2.0: Companies are getting much more sophisticated in how they analyze the impact of marketing. The days are past when you should be relying on "swim lane analysis", where each component is measured separately. Leading analysts are measuring the cross-impact of marketing activity and allowing marketers to ask "what if" questions about changes to their programs, or even changes in the environment.
There are many new data sources and new tools for analyzing marketing effectiveness. How do you know which ones to use? Can you use them in concert? How do you integrate the findings?
Companies are newly able to create a "Genome" of the shopper, integrating 1st, 2nd, and 3rd party data to form a rich understanding of their shoppers - which in turn informs their marketing and merchandising actions. Learn the components of that genome, and how it can be done.
"Marketing spending composition will change dramatically, and technology will command a much larger share of budget."
Here it is - the definitive map of all Marketing Technology players - until it was outdated the next day.
"The CMO’s challenge: how to accurately measure the impact of digital spending on in-store sales."