Jason Heller, global lead for digital marketing operations at McKinsey & Co., shared his thoughts about the role of analytics in supporting the CMO at the eMetrics Summit in New York last week.

Marketers are hung up on cross-channel attribution. But they should be thinking about cross-device attribution, according to Zaius, a B2C solutions provider.

Marchex's John Busby connects phone sales to every media channel, including search and display, in an effort to understand the mobile consumer's path of purchase from online to offline.

Adobe's Jeff Allen weighs in on attribution models and how to measure the customer journey.

Samantha Druss, senior digital marketing specialist for Etsy, discussed the 11-year-old brand's new global #DifferenceMakesUs campaign during a keynote conversation at the OMMA Social conference in New York last week.