This talk moves away from the idea of direct marketing attribution and dissects why it's almost impossible, and what we should be doing instead. Learn how to communicate the real world of marketing attribution and move senior leaders into a position where they're looking at the overall revenue results of marketing (e.g. ARR or ROI) rather than individual activity metrics. We’ll offer a stronger, data-driven alternative position that puts marketers back in power and enables you to make quicker and better business decisions.