Poor Data Quality and Flawed Attribution: How to Overcome the Silent Killers of Marketing ROI

Marketing spend is under heavier scrutiny than ever from the finance department right up to the boardroom. The need to accurately demonstrate its effectiveness for new customer growth is also becoming increasingly immediate. But a lack of trust in data and poor attribution models mean senior marketers often lack the right tools to push back on this, with up to a staggering 80% inaccuracy in marketing analytics data.

Join our CEO Chris Liversidge for a virtual fireside chat with Campaign’s commercial editor, Suzanne Bidlake and Paul McCallum, Head of Performance Marketing at XSellco (formerly Babylon Health, The Economist). We discuss the ongoing challenges in attribution for digital marketers today, whether there really are any valid alternative solutions for the attribution market, and discuss the real life experiences of an ex-senior marketer at Babylon Health during his career in digital marketing.