Don’t overcomplicate your B2B attribution model

Misha Salkinder, the Head of Customer Data Strategy at CaliberMind, shares insights on simplifying B2B attribution models. He discusses how over-engineering can distort performance metrics and emphasizes the importance of asking the right questions before making model changes. Misha highlights the need for a balanced approach between simplicity and precision, urging marketers to focus on objective-based strategies. He also stresses the critical role of collaboration between sales and marketing teams to enhance the effectiveness of attribution efforts.