Concurrent Session Social Media/Marketing
The Path to Better Management – Klint Rudolph
Analytics help you understand your customer's experience. Attribution informs your marketing mix. Accountability signifies an understanding of both and should be the basis of measurement. For companies with multiple digital and offline marketing channels as well as cross-device campaigns and many touch points across the full customer journey, it's not about choosing one capability over the other; it's about all of them working together.