The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
Marketing Attribution: Friend or Foe? with Tracy Sestili (Ep. 25)
Attribution in marketing refers to the process of assigning credit to various touchpoints along a consumer's journey that contribute to a desired outcome, such as a purchase or conversion.
It's crucial for CMOs to grasp this concept because it provides clarity on which marketing efforts are most effective and justifies budget allocations. When CEOs inquire about attribution, they seek data-driven insights to understand ROI and optimize resource allocation.
CMOs equipped with attribution knowledge can confidently demonstrate the impact of marketing initiatives, align strategies with business goals, and drive informed decision-making. This proactive approach not only enhances credibility but also enables agile adaptation in competitive landscapes where accurate measurement is key to sustained growth and market leadership.
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Want to be a guest on The Marketing Share Podcast? Send us an email with your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our podcast manager will get back to you soon.
Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?
Connect with Alec here
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Cheers.