Jonathan Fox, Ebiquity’s Head of Effectiveness for Australia/NZ, explores the difficulties marketers face when using digital attribution to measure how successful online advertising is at generating revenue.

Whilst discussing the topic at Mubrella360 in Sydney, Jonathan considered the complexities of attribution: what it is, how it quantifies which media contribute the most to sales, and how it can mislead us if used incorrectly.

To read the article in full on the Mumbrella website, please click here.

First featured 23/07/2018.