CEO Of Alembic Technologies On What May Be The Most Advanced Marketing Attribution Model Today

When I first heard Tomás speak at a conference about problem-solving and attribution, I knew I wanted to have him on the show. In this conversation, we talk about marketing's deep hunger for actual solutions, the cost of vanity metrics, and among other things, the difference between certainty and statistics.

Subscribe to FORBES: https://www.youtube.com/user/Forbes?s...

Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:

https://account.forbes.com/membership...

Stay Connected
Forbes newsletters: https://newsletters.editorial.forbes.com
Forbes on Facebook: http://fb.com/forbes
Forbes Video on Twitter:   / forbes  
Forbes Video on Instagram:   / forbes  
More From Forbes: http://forbes.com

Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

0:00 The Problem with Marketing Playbooks And Hidden Drivers
1:06 Non-Obvious Drivers Of Growth
5:10 Marketing's Unsolved Problems
7:56 The Challenge Of True ROI
11:00 Bridging the CEO/CFO Divide
12:40 Long-Term vs. Short-Term Brand Building
15:18 Human Behavior In A Changing World
17:12 Quantifying Brand Value
20:34 The Role Of Emotion In Marketing
21:48 Brand As A Fiction Reducer
25:20 The "Compelling Moment" In Streaming
29:55 Beyond The Linear Marketing Funnel
31:41 AI And Neuroscience For Attribution
39:09 Measuring Sponsorship ROI
43:08 Predicting Future Market Outcomes
45:51 Proving Incremental Market Value
49:09 Quick Takes: Marketing, Brand, & Leadership