Lucas Sommer, Director of Marketing at LeadsRx, Discusses Customer Journeys, Attribution and Brand Advertising

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On September 10, Lucas Sommer joined Debora Thompson, professor of marketing for a class discussion on how the advertising industry has evolved and stressed the importance of tracking full customer journeys. When tracking the journeys of consumers across all marketing channels, and throughout the entire sales funnel, a true assessment of advertising performance can be realized. Students learned how this marketing attribution technology works and how advertisers can leverage these insights to make ad optimization decisions to both acquire more customers and give those customers a better, more-personalized experience. Sommer is the director of marketing for LeadsRx.com, a marketing attribution solution for enterprise brands.