Equifax’s Laura Trotter: Combining Attribution and Real World Insights - Builders Wanted

Topics in this episode

Multi-touch attribution customer engagement CMO data attribution

Episode notes

This episode features an interview with Laura Trotter, Chief Marketing Officer USIS at Equifax. She is a senior marketing professional with over 20 years of experience in high-tech, big data, analytics, and life sciences industries. Prior to joining Equifax, Laura led marketing efforts for Accurate Background, Jama Software, and WebMD Health Services. In this episode, Kailey and Laura discuss the uncertainty of the macroeconomic environment, organizational alignment, and the dangers of attribution. - Key Takeaways: It’s often assumed that there is a shared sense of understanding of the responsibilities and workflows in an organization. But when dealing with a broad set of products and solutions, that isn’t always the case. It’s critical to have alignment of priorities so customers and teams have enablement of the products and solutions. Relying on attribution software is important, but it’s missing the human element of customer interaction that may not show up in a digital touchpoint. If you want a 360 view of your customer and their needs, you need to have conversations with them as well. A key predictor of success in a marketing campaign is alignment.

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