Digital CMO Series: AOL
This past May Compete hosted the tenth annual Digital CMO Summit in Miami, FL. The event brought together 200 industry leaders for three days of hard-hitting session and networking opportunities. Among the speaker’s was AOL’s Tim Armstrong which had several good ideas to share.
Optimize Digital Touchpoints: Attribution or Path to Purchase?
Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better? The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric…