"I've recently had a crisis of faith," Josh Billig, who works as an Advertising Effectiveness Innovator at Microsoft, the technology company, confessed.
The subject of these existential doubts, he revealed to delegates at the 2017 Analytics Accelerator – an event convened by GreenBook and Sequent Partners – concerns the results delivered by Microsoft's digital ads in support of brands such as its Surface range of connected devices, Windows operating system, and Office software.
"I'm working with our attribution partners, within the company and outside, and I don't see digital having as much value as...