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