Attribution is something that many marketers are just beginning to come around to. Russell McAthy from Cubed explains how attribution models work and why brands should be using them. He talks about why brand culture needs to change in order to invest in the middle of the funnel in such a way and how this can result in a bigger ROI.
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Russell has worked in digital analytics for many years, and is now CEO of Cubed and a managing director of Deliver Insight.