Digital Marketing Radio

Today I'm joined by a man who following 10 years working for brand, agency and consultancy data-led positions is now building a marketing attribution platform, helping brands to truly understand how customers interact with their business - online and offline. Welcome to DMR, Russell McAthy. [You can find Russell over at Cubed.ai.] On this episode of Digital Marketing Radio we discuss marketing attribution, with topics including: I first heard of marketing attribution about 5 years ago - and it really seemed like something that would radicalise insight. But it doesn't really seem to have had a massive impact to-date. Is that fair or am I missing something? How would you define marketing attribution? How important is it? What are the challenges that have stopped its rapid rise in popularity? Should every business be building a bespoke model or are their off-the-shelf models that can be really effective? Dropping back to data in general, what are the fundamentals that most businesses should hav