Data Gurus

For the first episode of Attribution Accelerator 2018 series, Thomas Bauer, Partner at McKinsey & Company joins Sima Vasa. He rounds up some of his realizations from the forum and how marketing has become a true pillar of growth for the industry. “It's never really the analytics that do the job but without the analytics, it's a tough business for a senior marketing executive.” - Thomas Bauer Thomas Bauer - On Attribution Accelerator 2018 Thomas has always seen the Attribution Accelerator as extremely engaging. He likes to see the community coming together and talking about attribution. There has been a lot of movement recently and the scene is constantly evolving. For this particular year, Thomas moderated a session on brand attribution when last year there was none. He is very happy that things are progressing. “The way that attribution is looked at is becoming even more comprehensive.” - Thomas Bauer Economic Value of Marketing This progress is apparent when people look at the entire economic value created