The attribution models digital marketers use assume no long-term effects of brand equity. Which we know to be an incredible faux-pass. Brands exist beyond the transactional dimension of their products and services. And ads serve also the purpose of fuelling the dream, not for now but for the long term.
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Italian from Naples by birth, Global Citizen by Choice. Father of 3. Fractional CMO, Interim Director, Advisory Board, Growth Consultant
