Marketing Attribution Evaluating Marketing Touch Points On The Customer’s Path To Conversion
Kurt Seemar & Trich Schultz
Marketing attribution is an analytical process that determine the value of each marketing touch point a customer receives to petition them to become a customer. This analytic process analyzes all the touches available to it including both digital and traditional. As digital marketing continues to grow the need to analyze and evaluate digital programs is paramount to growing smartly. The attribution analysis provides both strategic and tactical findings. Strategic in that the analysis informs the channels and mechanisms to continuing to invest. Tactical in that the analysis will also inform marketers the most efficient and effective marketing touch to present individual prospects.
Kurt Seemar, Principal and Analytical Strategist
Kurt has had more than 20 years of experience marketing analytics, making him an expert in finding actionable insights in our clients’ data.
He has worked with many clients across a wide variety of industries in more traditional marketing analytics, such as media mix optimization and clustering methods. He has also helped develop digital marketing methods such as digital attribution and clickstream pathway analysis.
Before co-founding AMI, Kurt was Vice President of Analytical Strategy at KBM Group, part of the Wunderman Network. There, he engaged with many clients in developing and executing strategic analytic plans.
Prior to KBM, Kurt was with ChoicePoint Precision Marketing and Wells Fargo (f.n.a. First Union National Bank) and AT&T.
Patricia (Trich) Schultz, Principal and Analytical Strategist
Trich is a demonstrated problem solver, and over her career she has helped many clients with their marketing analytics,in many cases developing new approaches to address unique problems.
Before co-founding AMI, she was Senior Statistical Consultant at KBM Group and was credited with developing several analytical products, including health-related and digital segmentation methods. Trich has also focused on marketing analytical efficiencies, developing a list optimization system and automated models.
Prior to KBM, Trich worked for Sprint, American Century Investments and G.E. Capital.