Bob Sherwin is Chief Marketing Officer of Wayfair, the online home retailer with $12B+ of revenue and 22M active customers. Bob oversees the global Marketing strategy and organization, in addition to Wayfair's physical retail footprint, financing business, and more. Prior to Wayfair, Bob was a strategy consultant at McKinsey & Co, where he advised a number of clients at Fortune 100 companies.
As CMO of Wayfair, the $12B+ online home retailer, CMO Bob Sherwin's team manages a breadth of channels and campaigns virtually unmatched anywhere else in commerce.
And, as every marketing leader knows, effectively managing all of the marketing levers across the business requires a reliable playbook for attribution. Yet, paradoxically, few marketers are satisfied with their approach to attribution.
In this private CMO Guild session, Bob unpacks:
- How Wayfair manages attribution today at a global multibillion-dollar scale
- What early, mid, and growth stage business should and shouldn't adopt in your own businesses
- Common traps that companies fall into, including over-complicating and over-engineering attribution
- How a consistent, reliable approach to attribution will enable your team to move faster
