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May 26, 2016

There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it.  Most of this attention has been focused on the B2C space. However,...

May 19, 2016

Marketing measurement has long been an arcane field - companies interested in understanding how their marketing programs impacted revenue (or brand value) would hire expensive consultants who labored long and hard to deliver complex models at great cost to help their c...

May 9, 2016

 

 

Of all the executives in the C-Suite, the role of the Chief Marketing Officer has probably changed more than any other over the past 15 years.  Marketing is no longer simply responsible for brand awareness and building brand equity, rather it is now a direct driver o...

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