Russell McAthy is an attribution expert. He helps give businesses an analytical understanding of their marketing activity so they can make better data-driven decisions.
He’s the founder of Ringside.ai which is a marketing data platform, but he’s been helping businesses with insight for years. For the last four years he was MD at ‘Deliver Insight’ and previous to that CEO at CUBED, both of which analyse data to build customer journey stories & attribute success to lines of activity.
Russell is often on stage talking about marketing evaluation and generally helping the industry make better budget decisions.
January 22nd, 2020 | 44 mins 45 secs
analytics, attribution, marketing measurement, pr measurement, pr metrics, russell mcathy, stella bayles
In this episode, I step out of Public Relations and interview an expert in marketing measurement; Russell McAthy.
Russell has been helping businesses attribute success (often revenue) to various lines of marketing for years. Without his insight into customer behavior, millions in marketing budgets are likely to have been misspent.
The term 'attribution' has come up a lot recently in PR recently so, I wanted to get back to basics. Russell and I cover what 'attribution' means, how PR fits into overall marketing evaluation and how you can talk about it to your stakeholders.
Get ready to learn.