The New Economics of Advertising: It's All About the Journey

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The influence of digital channels on the consumer decision journey is deeper than most mix models or attribution data reflect. This has significant implications for the economics of advertising, the …

The influence of digital channels on the consumer decision journey is deeper than most mix models or attribution data reflect. This has significant implications for the economics of advertising, the nature of marketing strategy, and the processes by which agencies will operate. In this Association of National Advertisers (ANA) webinar, David Edelman, Global Co-Leader, Digital Marketing Strategy Practice, McKinsey & Company, shares McKinsey’s latest research on how consumer behavior is reshaping the purchase process. He also provides examples of companies who are winning the consumer decision journey by taking this new perspective.

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