B2B marketers struggle with dark funnel attribution challenges. Chris Golec, CEO and founder of Channel99 and former Demandbase founder, explains how to illuminate hidden customer journeys that traditional analytics miss. The discussion covers view-through attribution methodologies using smart pixels and API integrations, account-based measurement approaches that reveal 3x more website visitors than industry standards, and AI-powered decision engines that can generate media mix recommendations in seconds based on cost-per-engagement metrics across channels.

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