Calum Di Lieto Calum Di Lieto Editor, Performance Marketing World

It's time to rip off the "digital attribution plaster"

The changes in digital privacy will create new and innovative ways of thinking, according to the Managing Director of Croud.

Emil Bielski believes that in the past there has been an over-reliance on data. He says, in a conversation with Performance Marketing World: “I think data has sometimes been used as a crutch - a substitute for good strategic thinking.”

He continues: “Digital measurement as we know it has been quite flawed. Just because something is tracked digitally, it doesn’t mean that the sale was incremental or that it drove a real commercial benefit. A lot of the time it is just saying this ad, or series of ads, appeared and then the sale happened at some point down the road.”