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Posts tagged with Attribution Modeling

Leads and opportunities are the primary B2B marketing measure, not 'attention'

We're at an inflection point in B2B marketing, and marketers should celebrate the opportunity to show their true contribution to revenue and not fall back on squishy metrics like 'attention'.

Last week the esteemed Top Sales World blog published a piece entitled, “Attention (not leads) should be B2B marketing’s primary measure”.

I couldn’t disagree more. And, since the post doesn’t include a way to comment, I couldn’t disagree on the page itself, so I’ll do it here.


Q&A: Allison Wightman of Virgin Atlantic

Allison WightmanAllison Wightman is head of e-business for Virgin Atlantic, with responsibility for the global flagship Virginatlantic.com, about a dozen associated sub-sites, Commercial Insight and Database Marketing.

We talked about how the airline achieved a 40-to-1 ROI using attribution modelling to manage the online marketing campaigns and attribute sales to the correct channel. The topic is one that will be addressed at the Econsultancy Peer Summit on June 2 in New York City.