We spent so much time designing and delivering work for the businesses we work for, but how many of us can say how effective it is? Matt Laybourn’s literally made it his business to measure effectiveness. And he's sharing how he got the experience to build the skills and approaches needed. We discuss: Early experiences building a B2C e-commerce brand and learning the importance of marketing effectiveness first-handThe challenges of proving marketing impact and how buyer behaviour has evolved.His own transition from delivery, into digital performance rolesThe role and limitations of AI in content creation Hosted on Acast. See acast.com/privacy for more information.