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Customer Strategy, Not Attribution, is a Marketer's Route to the Boardroom
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Customer Strategy, Not Attribution, is a Marketer's Route to the Boardroomby Tomas Salfischberger on 12.6.2017 The climb from CMO to CEO means becoming more accountable and strategic. Relay42’s Tomas Salfischberger looks at why attribution models are less important than continually optimizing customer journeys. The promise of attribution modeling has become the holy grail for marketers trying to enter the boardroom. This method of gathering, processing, and interpreting customer data – looking at the sources, then deciding which channel gets credit for the conversion, and how much – has long been considered the cornerstone of quantifying and delivering real business impact.But does it work? Another cultural cornerstone of business thinking has been the relationship of senior marketers with ROI. Just like attribution modeling, the marketer is too often perceived as exceptional and reactive, not strategic, Marketing Week s...
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