Attribution Strategies, The CMO Club

Centering Your Attribution Strategies Around the Customer

Julie Cary, recent CMO, Belk and board member, Jack’s Family Restaurants, led the recent CMO Club Virtual Roundtable, Attribution Strategies, where she looked at attribution holistically, centering it around the customer. Cary said it’s important to get to the heart of the customer, and attribution across the different types of digital marketing. She first discussed the key components of digital marketing effectiveness: customer intelligence from multiple data sources; real-time journey mapping and an optimized path to purchase across media touchpoints; and messaging and personalized content across journey stages to increase conversion. Customer intelligence, she said, is more than a customer data platform.…