The problem of Marketing Attribution has been challenging marketers ever since there’s been marketing. We want to be able to measure and evaluate the effectiveness of our [...]

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In the past 5-10 years, B2B CMOs around the world have made great strides in improving marketing analytics. But, with the rise of Account Based Marketing (ABM), [...]

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Account Based Marketing (ABM) involves an orchestrated mix of touchpoints and channels, and this demands new ways of thinking about measuring its performance. Which ABM programs and [...]

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