The marketing industry is trapped with the wrong measurement indicators for actual business growth. IAG’s former Marketing Effectiveness Lead, Matt Daniell, says “attribution models, short-term response campaigns and other crap” is confusing everyone. He joins Executive Editor Paul McIntyre, Ali Tilling, VML Y&R chief strategy officer, TrinityP3’s MD Nathan Hodges and Mal Dale at The Readership Works on the new mindset starting to emerge in measurement.

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