What most improved your ability to link marketing to commerce?

The answers highlight different approaches—measurement models, organizational changes, accountability, speed, and attribution technology—all aimed at more clearly linking marketing efforts to commerce results.

5 answers

Answers

  • Joshua Spanier

    Vice President · Google

    Incrementality

    Joshua Spanier says incrementality has been the big unlock for us, letting them give a scientifically grounded answer about what spend generated that wouldn't have happened otherwise.

    The answer starts at 10:21.

    Mixed Signals from Semafor Media · Listen on Apple Podcasts

  • Rachel Truair

    Chief Marketing Officer · Demandbase

    Value engineering teams

    Rachel Truair says she's set up value engineering teams four or five times, building models to find a few key metrics, and that building it into the product at G2 to pull insights from Salesforce or HubSpot helped.

    The answer starts at 19:25.

    The B2B CMO Podcast with Jon Miller and Sydney Sloan · Listen on Apple Podcasts

  • Jessica Apotheker

    Managing Director & Senior Partner · Boston Consulting Group (Bcg)

    Skin in the game

    Jessica Apotheker says skin in the game, which she calls critical, and says she almost always has skin in the game on the proven ROI uplift of marketing campaigns she helps with.

    The answer starts at 15:50.

    Marketing Vanguard · Listen on Apple Podcasts

  • Vineet Mehra

    (NASDAQ: CHYM) Chief Marketing Officer (IPO June’25) · Chime

    Speed from idea to creative

    Vineet Mehra says the speed from idea to creative has gone up so dramatically that it's improving their overall blended paybacks.

    The answer starts at 27:12.

    Uncensored CMO · Listen on Apple Podcasts

  • Paul Caruso M. ED.

    Vice President, Head of Digital Marketing · U.S. Bank

    MTA user-level identity

    Paul Caruso M. ED. says partnering with TransUnion on MTA moved US Bank from last-touch attribution to MTA user-level identity, enabling a full-funnel investment strategy, in-flight budget optimizations, and centralized neutral measurement.

    EMARKETER · Watch on YouTube

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