OK, we know, its a controversial title but in this episode Ciaran and Daniel discuss digital measurement through analytics and look into attribution modelling. How can you best identify the channels and marketing activity which are driving the success of your business, and which factors should you be taking into account when it comes to the all important allocation of time and resources for your digital marketing campaigns? Useful Links: https://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/