Highlighted Summary: Situation Simpro, a growing job management software company, faced challenges with marketing attribution and budget allocation. Traditional linear attribution models limited their ability to track marketing’s true impact, as these models required direct, traceable links between marketing efforts and closed deals. As Louisa Smythe, Director of Global Marketing Operations noted, “In a...
Highlighted Summary: Situation OpenText, a leader in enterprise information management, found itself facing challenges with budget allocation and campaign effectiveness across various marketing channels, some of which were managed by an external agency. The company’s complex data landscape made it difficult to implement traditional attribution models, as data sources were siloed and often incompatible....
