Analytics CMO Gartner Multi-Touch Attribution 
Adobe Experience Cloud Blog
AUGUST 16, 2018
By the end of 2018, an estimated $500 billion in digital commerce revenue will be attributable to email marketing, reports Gartner. And if you are managing email marketing campaigns your CMO wants to know: What impact did they make in terms of revenue? Determine the strategy, goals, and attribution model. Conclusion.
Litmus
FEBRUARY 2, 2021
How can we show business value when our data and analytics are siloed? When I started my marketing career nearly 30 years ago, if someone had told me that I would be in charge of a technology stack and complex web of systems, data, and analytics, I wouldn’t have believed them. How do you translate brand equity in business terms?
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LeadsRX
JULY 19, 2021
Too many marketers think marketing data, such as from attribution, is too complex; but truth and trust in impartial data can chart a path to marketing optimization. Study after study, survey after survey all reveal an overwhelming frustration by enterprise marketers that the data from marketing analytics is just not reliable.
Litmus
AUGUST 3, 2021
A recent Gartner survey illustrates the current state of play, finding that marketing budgets as a percentage of revenue have fallen from 11% in 2020 to 6.4% in 2021 , their lowest level in the history of Gartner’s CMO Spend Survey. If these attributes sound familiar, you are not alone. Oh, to dream big.
Engagio
JUNE 2, 2020
If economic uncertainty continues, these programs should remain a core element of marketing strategy.” – Todd Berkowitz , Practice Vice President, Gartner. This is where the power of predictive analytics comes in. Not only do you have to deliver on all of the touches, but you have to think about how to over-deliver.
DemandBase
JULY 21, 2020
Todd Berkowitz, Practice Vice President, Gartner. Rather than relying on quantitative analysis of historical customer data alone to identify the common attributes of your most valuable accounts, you now must layer in predictive data to enhance ICP development and intent data to see who’s in the market now.
chiefmartech
OCTOBER 30, 2016
I do not believe in marketing “attribution”. Cross-channel attribution (or “multi-touch attribution”) became a popular concept at the time when web analytics had just completed its journey from IT to the marketing department (circa 2008). Plus CMOs can now be held accountable, making CEOs happy.
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