Rather than going with the crowd, marketers are now questioning measurement ambiguity

Brian Quinn, president and gm, AppsFlyer Marketing teams have long been convincing themselves they see something that isn’t there — akin to the emperor’s new clothes — not due to foolishness but because it’s easier to live with than going against the crowd. Meetings end faster when everyone nods, agreeing to be on the same page. There’s an uncomfortable veneer of symmetry to marketing today. Every platform is working, every channel shows progress, the dashboard is clean and cogent; yet the numbers that finance sends never quite match the ones in the CMO’s deck. The post-campaign report credits three channels for the same customer. The board…

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