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In this episode I talk to Russell McAthy from marketing attribution consultancy Deliver Insight. Russell introduces what attribution is and how it links to understanding the lifetime value of a customer. We talk about brand and performance marketing, understanding attribution and digital metrics for making tactical marketing decisions in a cross channel, online and offline world.
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James Murray is the UK lead for search advertising at Microsoft. He joins the Techmap podcast to talk about his vision for the future of search advertising, sharing some best practice tips for PPC success along the way.
For this week's Techmap Podcast I talked to Mev Bertrand, Head of Research for consumer neuroscience agency Neuro-Insight.
Mev talks about the use of Steady State Topography - a patented biometric test that measures the brain's response to stimulus - and how they have used this technique to improve advertising effectiveness. It's a fascinating area of market research and one that complements more traditional quant and qual studies.
