Marketing measurement
High-Level Attribution Perspective
Marketing transformation is a journey. Providing a clear strategy about what to anticipate and how to navigate this journey are essential.
The progression
Four stages of sophistication.
Attribution begins with clarity at the point of entry (lead source, channel, timestamp).
Mature teams move to multi-touch models to understand influence across the funnel.
The end state is influence analytics that surface how marketing supports pipeline acceleration and revenue.
My role as a leader is to guide the organization’s readiness for each stage of sophistication.
Beyond the systems
Getting To Know Ben
Outside of work, I’m a dad to two wildly curious daughters who remind me daily that leadership starts with listening and that every good idea begins with a good question.
I’m a lifelong reader of speculative science fiction — drawn to authors like Asimov, Tchaikovsky, and Liu Cixin — because they dare to ask what comes next and challenge the systems we take for granted. That same spirit shapes how I approach work: with imagination, skepticism, and an eye toward building better futures.
I also believe humor is a strategic advantage. It disarms tension, encourages risk-taking, and creates space for new ideas to emerge. Whether I’m helping a team embrace AI for the first time or trying to explain attribution models without putting anyone to sleep, I use levity to cut through fear and spark momentum.
If you’re into rethinking marketing measurement, exploring how AI can actually help people, or you’ve got a hot take on Foundation, you’re in good company here.