Covering the Right Bases in Your Attribution Framework
By Christopher Skinner on February 15, 2012
I began in the Internet business 16 years ago, before it really was a business. But I’m not a typical Internet guy - My interest has always been to understand how the web fits into our existing business models, and how it forges ahead to define new ones.
At the heart of any business is the customer and how you communicate with them. For me, this means connecting the dots between the online and traditional media and sales channels: the Dual Customer Journey.
To answer this question, I’m pursuing innovative methods of sales attribution and economic allocation. When it’s needed, I also develop new technology to support these methods.
I think my background in online media management has given me insight into how consumers behave. But I like to spend as much, if not more, time increasing efficiencies on the sales side, to achieve maximum customer value.
I’m also interested in partnerships with online and traditional agencies - through our collaboration we can look at big picture management of media and resources.
I’m excited to be a part of that change, and work to lead the way forward.
Christopher Skinner