Mumbrella360 video: Metrics That Matter
In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.
Adam Berke, president and CMO of AdRoll, lays out a four-step process to help marketers meet their company’s demands. Focusing on better collaboration between marketing, sales and finance departments, Berke demonstrates how to connect their marketing metrics with financial metrics, linking them to tangible business results.
Timeline
- 2:46 Determining sources of truth
- 6:12 Analysing historic conversion data
- 7:15 Collaborating with finance on KPIs
- 8:46 Attribution modelling
- 12:20 Finding the right metrics: split funnel attribution
- 14:10 How to measure un-mesurable responses (SEO, PR)
- 15:25 Miscommunication between sales and marketing
- 18:52 Building a historical model
- 22:08 Question time
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