Jim Novo
Customer valuation, retention, defection, and loyalty expert with over 20 years of experience generating exceptional returns on customer marketing program investments.
Author: Drilling Down: Turning Customer Data into Profits with a Spreadsheet.
Co-Author with Bryan Eisenberg: The Marketer's Common Sense Guide to E-Metrics
Online marketing attribution attracts a lot of discussion, as it should. But the industry would be well served by having a more complete discussion about attribution so analysts and marketers fully understand the benefits and pitfalls of various approaches to attribution and set themselves up for success in the future.
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