Emir and Obaid go over why attribution is not only about proving ROI, why teams need to stop trying to give credit to single touchpoints, and why they should be trying to understand the collective impact of all their efforts instead.
Emir and Obaid talk about how most companies still incorrectly use attribution, how they attribute the wrong channels as revenue drivers, and their lack of investment in brand building due to it being harder to track.
Emir and Obaid talk about how the perfect attribution model doesn't exist, why self-reported attribution is a good, but limited start, and the need to collect more data to better understand complex buyer journeys.
Emir and Obaid talk about the root cause of Sales & Marketing's dysfunctional relationship, as well as how different departments have different goals and are measured on success in different ways.
Emir and Obaid talk about why every department needs access to customer journey data and how it could help companies achieve better GTM alignment.
Emir and Obaid talk about why teams need to base their goals on company goals, communicate better, and have a shared focus on new revenue, product usage, and user retention.
