Last click attribution is back. Tightening wallets, soaring inflation and a VC focus on profitability over growth is prompting a return to the metric, which Pet Circle CMO Jon Wild reckons is the least bad of a range of “horribly flawed” attribution options. Pet Circle has 800,000 active customers and revenues in the hundreds of millions. “For far too long, I think our industry has been peddling reach and frequency and brand consideration,” Wild says. “These metrics are very hard to put in a spreadsheet.” And they don’t satisfy the C-suite when staring at one of the biggest lines in a P&L. Bupa’s performance chief, Clea Baker, says prices are due to jump in search and social – but she’s investing in media mix solutions to protect brand spend on the increasingly rocky road ahead. Atomic212’s James Dixon and Rory Heffernan outline how marketers can start sandbagging against rising waters of cost cuts.

Last click attribution is back. Tightening wallets, soaring inflation and a VC focus on profitability over growth is prompting a return to the metric, which Pet Circle CMO Jon Wild reckons is the least bad of a range of “horribly flawed” attribution options. Pet Circle has 800,000 active customers and revenues in the hundreds of millions. “For far too long, I think our industry has been peddling reach and frequency and brand consideration,” Wild says. “These metrics are very hard to put in a spreadsheet.” And they don’t satisfy the C-suite when staring at one of the biggest lines in a P&amp;L. Bupa’s performance chief, Clea Baker, says prices are due to jump in search and social – but she’s investing in media mix solutions to protect brand spend on the increasingly rocky road ahead. Atomic212’s James Dixon and Rory Heffernan outline how marketers can start sandbagging against rising waters of cost cuts.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Last click strikes back: Bupa, Pet Circle marketers say inflation, cost cuts will push CMOs, brands down funnel – so brace for search-social price spikes, but here’s how to protect budgets

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