Entries by Mark Hughes

Multi-Touch Attribution (MTA) Can Start a CMO / CFO Love Affair

Sometimes a relationship between CMO and CFO generates tension. When sales rise, the CMO / CFO relationship works. When sales slow, however, more meetings and calls happen. CFO to CMO: We need to cut budget We need to understand which advertising expenditures drive revenue and which don’t Both questions trigger a faster heartbeat. But the […]

How Important Is Time To Financial Impact For Marketers?

Back in the day …I remember testing 104 different banners on a Yahoo home page media buy. The data was robust, and we had CTR answers on all 104 iterations within 24 hours. Lightning fast decisions can be intoxicating. But that was then, and perhaps we’ve all had too much to drink in the past […]