Christian O’Meara, an experienced Seattle-based senior executive, is a 20-year veteran of the business development and technology solutions industries. Today, Christian O’Meara serves as the chief executive officer of Logic20/20, a consulting firm that delivers innovative, technology-based business solutions to companies in a range of sectors, including healthcare, education, energy, and retail.
For most retailers, the effectiveness of their marketing campaigns can be measured by comparing the amount of revenue generated against the initial cost. For many companies, especially those with multiple marketing channels, pinpointing the exact source of sales leads can be a complex task.
After performing a revenue attribution analysis, companies are able to allocate most of their marketing budget towards activities with the highest rates of return (ROI). Attribution analysis allows a company to identify which marketing campaigns are attracting new or returning customers and which campaigns are running a deficit. Attribution models can consider a variety of factors, such as sales cycles or the marketing effort that most recently engaged the customer before a final purchase is made.