With more than half of all global marketing dollars now invested in digital, marketers are increasingly looking for new and effective ways to assess the impact of this spend on both the health of their brands and on business performance. The shift to digital has been accelerated by the pandemic, both in terms of consumer behaviour and allocation of ad budgets. The first three months of the initial lockdown in Q2 2020 fast-forwarded the uptake of e-commerce by four years, right across the generations. Advertising investment has naturally followed eyeballs.
For many years it’s been difficult to establish meaningful, let...