Attribution Goes Mainstream
By Jerry Rackley, Chief Analyst, Demand Metric
Overview
If you haven’t noticed, Demand Metric Research Corporation is living up to its name: we’ve done a lot of research in past six months.
By Jerry Rackley
Gone are the days when a marketing executive could report in vague terms to the CEO about things like brand equity, saying, “it’s at an all time high!” Right. And you know this how? “Show me the data” says the wise CEO. Measurements really matter. Lord Kelvin’s quote has oft been paraphrased, “if you can’t measure it, you can’t measure it.” This is truth, but at the same time, it’s not the whole picture. We marketers love metrics for what it they tell us, but if we're honest, we get a little nervous about being held accountable to them.
