ContributionsMost RecentMost LikesSolutionsRe: What is your Braze CRM attribution model like? DavidOThanks so much for your answer It's interesting to hear your company is a non-direct response company, but you treat its attribution as a direct response. This is exactly the issue I'm facing now. Are you happy to share how many days your attribution window is for your marketing comms? What is your Braze CRM attribution model like? How do you determine the success of each marketing comms you launch? Is your company a direct response type company (e.g. a delivery company)? Or is your company a non-direct response type company (e.g. it relies on an external factor for someone to be interested in your company; like a taxi company?) Do you treat the attribution of your marketing comms as a direct response marketing campaign or as a brand marketing campaign? Do you measure the success of your marketing comms on a campaign by campaign level? Or do you measure the success of it holistically? What metrics do you normally look at? Do you use control groups in your Canvas set up? Hi all, Just wanted to get a sense of how many people use control groups in their marketing comms campaigns. Do you use control groups? Why? Why not? Are there exceptions where you don't use control groups? How big do you make your control groups? Does having a control group sometimes lead to puzzling incremental uplift numbers? Is it worth it to use incremental uplift as a metric when you have to spend a few minutes just explaining to stakeholders what incremental uplift is? (As opposed to absolute metrics which is easily understood) Re: Lifecycle Marketing Team Structure Hiilana-fromm My overall marketing team structure is: Marketing Director B2C Marketing Manager B2B Marketing Manager Content Marketing Manager CRM Executive (myself) We used to have the team split into the Acquisition Team and the Retention Team, but this recently got scrapped because it created too much of a silo between the two teams to the point where those in the Retention Team had little idea on what the Acquisition Team were up to, and vice versa. And this meant the overall marketing voice felt a bit disjointed. As for automation vs campaigns, I have never heard about this set up before. I just thought the CRM person would manage both types of comms. As you can see from the set up, I'm the only CRM person in the team right now. I'd be interested to see how other teams are set up because this is my first CRM-focused role (about 1 year and 3 months), so I have no measuring stick as to what an effective team set up for CRM is. What is your set up like? Re: Email opt-in in the UK Hi Alex, I view signed up users as soft opt-ins, and have viewed them in this way for the past year or so without any issues. However, this isn't legal advice or recommendation. This is just me stating how I view them. If this helps you come to a decision, then I'm glad to have helped. I hope you get to the bottom of this.