ROI declining? Time to rethink your attribution

Throughout the era of mass marketing, an accurate understanding of ROI has rarely been available within organisations that invest heavily in advertising, despite its being prized. With the advent of the digital era came the promise of seamless measurement of the business impact from online channels. The plethora of performance metrics available for online channels, however, hasn’t resulted in clarity about marketing effectiveness. Most businesses that invest heavily in marketing are making critical investment allocation decisions based on flawed reporting of ROI and/or