The Nuts and Bolts of Implementing an Organization-Wide Attribution Model Using Martech

Speaker:Sameer Khan, Director of Marketing Operations, Direct Energy

Optimizing marketing performance is a journey. There’s no shortage of data, but we—in marketing ops— have to be the ones who make it work. On our journey to implementing an organization—wide attribution model, we debunked myths that were once thought of as facts, and created a framework to make decisions, grow, and ultimately provide our team with data and insights that are trusted by the entire organization. In this webinar, I’ll walk through the nuts and bolts of how we did it and share the framework that structured our journey from cost center to revenue generator.