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The Pros and Cons of Attribution Models: A 2021 Update

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Note: This post is a timely refresh of a blog we wrote in 2016, The Pros and Cons of Different Revenue Attribution Models. To truly understand marketing ROI, we must first understand marketing influence. It's important to understand not only how much revenue the marketing organization has influenced but also the degree of influence.

ROI 264
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Resilience: The New 2020 Marketing Theme?

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If you can’t see what’s happening in the first place, you’re not going to be able to adjust accordingly for sudden market changes.

Planning 166
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Why Spreadsheets Still Aren't Great for Marketing Management

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It’s been nearly five years since we posted a blog denouncing the use of spreadsheets for complex marketing performance management. Adding a 2020 twist, we’ve pulled out a few points from the blog to look back on that still ring true today, showing that it’s not too late to make the transition away from the nightmare of spreadsheet overload.