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Ask a Marketing Manager, “Is your marketing working?” and you’ll probably get a puzzled look. It’s a seemingly  trivial question with an easy answer: Yes, we’ve got leads in the pipeline, or No, we need to do something different. But these don’t really answer the question.

If revenue is growing, what is marketing’s contribution? What if marketing isn’t having the impact it seems?
What if there’s a gap between perception and reality, and underneath it all, there’s room to improve?

The only way to answer the “what ifs”, and know whether your marketing really is working, is to understand the contribution of each touchpoint. From awareness to conversion to loyalty, no part of the customer journey can be left in the dark. We’re going to answer these existential questions, right down to the impact that each tactic has on big-picture business goals.

Welcome to the attribution era. It’s time for marketing to get the recognition it deserves.