StrategyCast
How to Prove Marketing’s Impact on Revenue When Attribution Gets Messy, feat. Emily Popson
31:00
Marketing attribution is getting messier as AI changes how buyers discover, research, and evaluate brands. Emily Popson, SVP of Marketing at CallRail, explains how marketing leaders can connect their strategy to revenue even when traditional first-touch and last-touch attribution no longer tell the whole story.
Lori Jones and Emily explore a hybrid approach to marketing attribution that…