Marketing ROI. It's the holy grail -- knowing exactly where to spend the next dollar for maximum return. But to date, it's been hard. And only 1 in 4 marketers is highly confident they can quantify ROI. So, we did something about it... and outlined a new machine learning approach to attribution and ROI in this tell-all guide.
What's in the guide?
A few reasons we've struggled with attribution to date.
Like many things the answers are nuanced and often -- complex. Generally, there isn’t one thing that we can turn on and -- poof --we’ve got it all figured out. Not so fast.
Has Multi-Touch Attribution Worked?
Let's explore whether we as B2B marketers have been satisfied with attribution. Our take? It hasn't been good enough.
Why A New Attribution Model Is Needed
Over the past five years, we’ve seen advancement in AI, machine learning, and natural language processing. So why hasn't attribution modeling caught up?
How Chain-Based Attribution Works and Why It Matters
Get insights into how chain-based attribution calculates the actual contribution of each channel along the conversion path.

Chris Nixon
Chris is the VP of Marketing at CaliberMind and the host of the Revenue Marketing Report. Chris has a proven ability to identify unique opportunities to ignite brand and revenue growth into new markets and product segments. He believes that often attitude -- not aptitude -- shapes outcomes.