Craig Elbert

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

The concept of attribution modeling isn't overtly sexy. It enables marketers to look at a variety of ads that contribute to a sale or conversion over an extended period of time and then attribute credit to each ad or "touchpoint" within the sales funnel. After I learned about how omnichannel men's apparel brand Bonobos uses attribution modeling to cut its marketing costs and double sales, the concept downright sizzles. I had a chat recently with Craig Elbert, the vice president of marketing at New York City-based Bonobos, and got the skinny about the company's attribution modeling program.

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