"Five digital marketing lessons from comScore "

| October 26, 2016

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Fulgoni asserted that foregrounding clicks can muddle attempts at attribution, too: "Search, I think, over the years has got a lot
more credit than it deserves, because a lot folks have tended to look at the last click and attribute virtually all of the
effectiveness of their marketing efforts to that last click.
"What that ignores is all of the other marketing effort that has been working at establishing the value of a brand, or the
importance of a brand, in a consumer's mind."
And digital display ads have, once again, suffered disproportionately as a consequence. Drawing on data from online
marketing by over 100 multichannel retailers, comScore determined that this channel possessed specific strengths when
compared with, and deployed alongside, paid search.

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Hi, we’re 180. Nice to meet you. This quote is the foundation of our agency. It’s everything we believe in. The root of our greatest successes and our greatest failures. It’s by Francis Ford Coppola, and he doesn’t remember saying it.

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