• MARKETING INSIDER: CROSS-CHANNEL
    Reporter's Notebook: McKinsey's Heller Talks Analytics
    Jason Heller, global lead for digital marketing operations at McKinsey & Co., shared his thoughts about the role of analytics in supporting the CMO at the eMetrics Summit in New York last week.
  • MARKETING INSIDER: CROSS-CHANNEL
    Channels Or Devices? Across The Attribution Divide
    Marketers are hung up on cross-channel attribution. But they should be thinking about cross-device attribution, according to Zaius, a B2C solutions provider.
  • MARKETING INSIDER: CROSS-CHANNEL
    Determining When There's Something To Talk About
    Marchex's John Busby connects phone sales to every media channel, including search and display, in an effort to understand the mobile consumer's path of purchase from online to offline.
  • MARKETING INSIDER: CROSS-CHANNEL
    Where Are You On The Attribution Maturity Scale?
    Adobe's Jeff Allen weighs in on attribution models and how to measure the customer journey.
  • MARKETING INSIDER: CROSS-CHANNEL
    How Etsy Crafts And Measures Its Campaigns
    Samantha Druss, senior digital marketing specialist for Etsy, discussed the 11-year-old brand's new global #DifferenceMakesUs campaign during a keynote conversation at the OMMA Social conference in New York last week.