Marketing attribution modeling

I just found Mr. Kfir Pravda’s article “Revenue attribution 101”  Mr. Pravda’s key question was: How do you measure revenue attribution – money and profitability for marketing activities. He had split the revenue attribution measurement according to touchpoint sequence from last to first and combined as customer journey. I agree with his measurement frame andContinue reading “Marketing attribution modeling”

The CMO Survey 2013 & insights – What CMO’s should do now?

The Duke University’s CMO Survey 2013 results highlighted again the need for marketing and CMO’s to carry more responsponsibility and integrate better with the corporate management and operations. It seems to me that marketing is facing the same evolution that car engines have gone thru since 1960’s. In the 60’s car engines were large, heavy,Continue reading “The CMO Survey 2013 & insights – What CMO’s should do now?”

Brand as a road sign – foundation for a Customer Journey

Branding is a quite debated management prioritization area right now. In a challenging financial environment companies are often looking for rapid payoff instead of long-term profitability. These two approaches used to be considered as opposites and in some cases they still are. In my opinion it is just ignorance. The communications scene has changed soContinue reading “Brand as a road sign – foundation for a Customer Journey”