Attribution part 1: Why do so many attribution projects fail?

Attribution is no longer just a tool to prove marketing impact. Used correctly, attribution is the key to helping revenue teams identify the next steps to boost pipeline conversion and close deals faster. Yet many attribution projects fail, oftentimes because the technology being used has so many limitations that it just doesn’t make sense to keep doing it. Join Craig Rutkowske, director of marketing consulting at KPMG, and Ed King, CEO and co-founder of Openprise, as they talk about why attribution projects fail and what you can do to keep that from happening in your organization, including:

Understanding common tech limitations and the flexibility required to answer different questions at any given stage of growth.
Setting up the data foundation to execute any attribution model efficiently.
Addressing the needs of multiple stakeholders (hint: not solely the marketing team).

The not-so-hidden cost of doing revenue attribution badly

Attribution part 2: The real costs of doing attribution badly

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