Tag Archives: move

Winning executive trust in the move beyond marketing attribution

Marketing Attribution

Moving past attribution can feel risky, but staying stuck is worse. Reframe marketing measurement to reflect real buying behavior and business impact. Kathleen Schaub on October 30, 2025   A tough conversation is unfolding between marketing leaders and the C-suite. CMOs are realizing that static, deterministic metrics like attribution create false narratives. Many fear CEOs … Continue reading Winning executive trust in the move beyond marketing attribution →

Twilio launches data tools to help marketers trust their signals and move faster

Marketing Tools

The new data tools aim to turn trusted data into faster decisions, smoother campaigns and customer experiences that actually deliver. Constantine von Hoffman on October 15, 2025       Twilio today launched a suite of data capabilities aimed at one of marketers’ biggest challenges: trusting their data enough to act on it promptly. The new features … Continue reading Twilio launches data tools to help marketers trust their signals and move faster →

Move from reactive to proactive customer service

Customer Service

October 10, 2025 Move from reactive to proactive customer service Customer experience is entering the sci-fi age: knowing and understanding customers on an individual level, providing personalized service, and dedicated moments. All of this is becoming possible thanks to technological innovation. And as it shifts, we’re moving beyond the age of reactive service, where customer … Continue reading Move from reactive to proactive customer service →

When customers move like starlings — and what it means for segmentation

Loyalty Programs

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock. Chris Robson on September 26, 2025      For decades, marketers have relied on segmentation to understand customers. But consumers don’t stay in neat boxes. Behaviors evolve, influences spread, and groups form and dissolve … Continue reading When customers move like starlings — and what it means for segmentation →

It’s time to move on from multi-touch attribution

Marketing Attribution

MTA promises precise measurement, but delivers complexity and confusion. It’s time to replace it with incrementality testing and MMM. Tom Leonard on June 20, 2025        Multi-touch attribution (MTA) is a waste of time and money. This isn’t a controversial statement anymore. Few disagree except for MTA vendors, and even they have quietly hedged their … Continue reading It’s time to move on from multi-touch attribution →

One simple way to make sure you don’t regret your next career move

Career Development

To design a career that’s authentic to you, you must determine how you interact with energy drivers and drainers. BY Stephanie Vozza The majority of employees—a full 80%—who quit their jobs during the Great Resignation regret the decision. That’s according to a survey by the HR and payroll services provider Paychex. In fact, more than two-thirds … Continue reading One simple way to make sure you don’t regret your next career move →

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