Chris Cox
Aug 30, 2018

The messy reality of new technology

When it comes to measurement and attribution, marketers should temper any expectations that machine learning will be a magic bullet. Sometimes immature technology is just a costly distraction.

The advertising industry has lurched forward dramatically over the last 10 years, driven by the rapid expansion of digital, which is now beginning to colonise the OOH, radio and TV environments, promising yet more complexity to come.

Ten years ago, measuring your marketing was far simpler, and you could rely on tools like econometrics to create implicit links between advertising and sales and act accordingly.

However, with the recent explosion of...

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