Greenlight/Google Conference: The Buying Cycle - Chapter 1

Joint introduction by Warren Cowan CEO of Greenlight and Mark Howe, Managing Director of Agencies Nothern & Central Europe, Google. Warren and Mark discuss the evolution of search over the past 20 years and explain why it is now more than ever, crucial to gain an understanding of attribution.

Watch chapter 2 -  Attribution | Gabriel Hughes, Google Attribution Research Lead EMEA,
discusses the problem of attribution and he shows how the 'last click' is not necessarily the whole story.

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