Daniel Kehrer

Listen NEW! Listen to article Sign in or sign up to access this audio feature! No worries ... it's FREE! For B2B businesses, thought leadership is a high-octane contributor to marketing effectiveness—and demand generation in particular. At least, it can be. Getting it right, and activating the demand-gen component without straying into "sell mode," is incredibly hard. For one thing, thought leadership is not content marketing. Confuse the two, and you're toast.

It’s happening more and more. Big companies are using advanced analytics technology to improve marketing effectiveness and generate more revenue per ad dollar spent. As a result, they are delivering tens, and sometimes even hundreds of millions of “found” dollars to their bottom lines. Short of creating some killer new product or service, there are few if any ways a big company CEO can move the needle quite so dramatically. But it’s not easy.

This article argues that advanced attribution models improve marketing effectiveness and help business decision making, and sets out key approaches to attribution. Precise attribution fuels marketing effectiveness Daniel KehrerMarketShare Advanced attribution models that combine aggregate, market-level data with individual, consumer-level data are enabling brands as diverse as Hilton Hotels, Citrix and Intel to boost...