Forrester Research Analyst Tina Moffett and BusinessOnline VP of Analytics Rob Cataford discuss the challenges faced by BtoB businesses with long lead cycles and the importance of Marketing Attribution.

You’ll learn how other B2B companies are solving these challenges:

1. Multi-channel measurement and optimization
Understand attribution modeling and creating synergy between channels

2. Providing better information to Sales
Learn how you can achieve company-level vs. individual tracking to identify all influencers in a company’s buying process

3. Tying marketing activity to revenue
Understand the value of full funnel analysis and data integration in ‘closing the loop’. Identify marketing activity through all phases of the sales cycle, showing the true marketing impact on sales.

Tina and Rob share how to choose the best attribution model for your business, what types of resources may be needed, and demo six scenarios using Adobe Advanced Analytics:

Full Measurement
Aligning Metrics
Choosing an Attribution Model
Channel Optimization
Company Attribution
Creating Validated Engagement Factors

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