"The last click is not what builds a brand." Canvas Worldwide CEO Paul Woolmington speaks out on the forces driving change and innovation in media, advertising and marketing in a no-holds barred conversation with Legends & Leaders host Jack Myers. Paul's comments include a deep dive into the role of upper funnel, lower funnel and attribution. "People know how to do the upper and lower funnel, but the middle funnel requires different disciplines. We are brutally focused on the lower funnel," he says. "We obviously want business outcomes, but attribution is a very complex beast."
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.