Home Depot Follows The Curious Attribution Path

Erin Everhart, Senior Manager, Media, discusses the Home Depot's recent multi-touch attribution model that has shown some surprising preliminary results from Q1. It turns out, while customers are interacting with all of the different channels, commercials, display ads, site etc., they care less about the products and more about the brand. These findings have reinforced the existing notion among some marketers that there is no linear path to purchase. But how can these results be simplified for non-marketers whose old stereotypes have now been shattered?

MODERATOR Jonathan Schwartz, Co-Founder & CEO, Bullseye Strategy; PANELISTS Matt Annerino, EVP Marketing, CRM & Analytics, Live Nation Entertainment, Erin Everhart, Senior Manager, Media, The Home Depot, Nathan Hau, Senior Director, Performance Marketing,, Walker Lockhart, Director of Product, Nordstrom

Find the rest of this session, and more, at our Brand Marketers Insider Summit Agenda Page.

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