| Good morning, Marketer, and we do like constructive debate The first part of William Terdoslavich’s look at some radical new ideas about attribution certainly provoked debate, both in our inboxes and on LinkedIn (read here). For example, Matt Hertig, founder of Alight Analytics, wrote in an email: “Marketing ROI is not impossible. In fact, it’s very possible and should be required by every organization. Predictive modeling is absolutely a must have strategy. These types of approaches like just reacting and responding are just disguised strategies to run from showing the real value marketing brings.” The ideas come from marketing consultant Kathleen Schaub and Proof Analytics CEO Mark Stouse. At a glance, it can look like Schaub and Stouse are trying to throw out attribution altogether, but on closer examination they are arguing that traditional models are obsolete. In the second part of our interview with them, Schaub says “Once the lights go on, you can’t ever think in the old way again.” Kim Davis
Editorial Director | 