When attribution data is imperfect or siloed, how do you justify ongoing investment in upper-funnel/brand-driven work?
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Great question -- and a real problem. How many times have I heard brand and upstream investments questioned. Technically, this is becoming more possible given data, AI. But, until you have the magic dashboard with all-in; try capturing what you can and isolating good examples, extrapolate others. Run constrained pilots/examples. To the comment below by Debasis, there is data management strategy needed and likely some form of measurement framework. You are not alone! And, anecdotes certainly help when you can get them from commercial folks.