Marketing Attribution and Metrics

Andy Schneider, Adobe Solutions Consultant, and Ian Michels, Adobe Marketo evangelist, discuss the difference between marketing attribution and marketing metrics. There are reporting software out on the market that state they do attribution but in reality they are reporting on marketing metrics. In this discussion you will learn what questions to ask while in the sales process, how to decipher what software is marketing attribution or metric specific, and how to scale your marketing attribution needs.

Key points in the discussion

3:00 - Defining Attribution and Metrics
6:00 - Boiler Metrics
7:00 - Single-touch attribution and scaling to multi-touch
12:00 - Multi-touch attribution enhances insights
17:40 - Marketing attribution and metrics work together
19:38 - Scoping marketing attribution tools
24:00 - Keep growing with marketing attribution