
Carolyn Pollock, CMO of Tailored Brands: Don't Believe Your Hype
Building Better CMOs and Marketing Leaders
Navigating Marketing Measurement Challenges
This chapter examines the intricacies of measurement in marketing, focusing on Multi-Touch Attribution (MTA) and its implementation challenges. It highlights the need for a robust infrastructure, the complexity of integrating new technologies, and the importance of evolving team strategies to improve customer experience. Additionally, it sheds light on the transformative role of AI in enhancing marketing strategies and the continuous learning process required for its successful adoption.
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