Why the ‘bottom of the funnel’ is impoverishing brands…
…and how customer evidence can reconcile creativity, traditional media and performance. For the past ten years, marketing has sought to measure, optimise and convert everything – CPA, ROAS, last click, real-time attribution. On paper, it made sense. In reality, this choice is now having a massive negative effect: the gradual impoverishment of brands. A plea … Read more