Marketing attribution can be a powerful tool for CMOs, as it allows you to show in clear terms the value you're brining to the business. But this can be a bit of a double-edged sword, as it can become difficult to show the value of marketing activities that can't be, or are difficult to attribute.
To prevent marketing attribution from becoming a millstone round your neck, and keep it as a tool that benefits you, we spoke to Miruna Dragomir, CMO of Planable. She took us through everything on the state of marketing attribution, from what's possible right now, to what we can expect in the future.
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Key talking points
- What does attribution actually mean in the context of modern marketing?
- Does everything need to be attributable, and what can you do if you can't?
- What does the future hold for marketing attribution?
About the guest
Miruna Dragomir is the CMO at Planable, a content collaboration platform for social media teams. She has spent the last four years leading the company's growth efforts, which has grown 50X in revenue during the time. She was previously part of Uber's Marketing Team and Oracle's Social Media team.
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