“Half of my marketing budget is wasted; I just don’t know which half.” This observation made in the 1890’s launched attribution modeling. The question, however, is who benefits from attribution modeling? Quite simply, the answer is the people that think half of the marketing budget is wasted – the finance department. In this session, Skip will give you a straight forward approach to determine:

• How much marketing budget you need to achieve the goals you’ve been given by management
• How to best deploy that budge
• A clear picture of how much you should be spending to acquire each lead
• A logical and defensible means to justify their discounting strategy
• An understanding of whether your tests are working or not