Most of the time, consumers don't purchase directly from an ad. They probably received an email, viewed an ad, and then went to Google to search for the brand's website. In order to get a clear understanding of what's going on, you need to look at the bigger picture. In this episode, we're chatting with John Readman, Founder and Product Owner at Ask BOSCO™. He has more than 20 years of experience working in digital marketing and eCommerce with brands like ASOS, Pepsi, and GAP.  We’re talking about how organizations should think about digital transformation, ways to avoid analysis paralysis, how to determine if you need a marketing attribution model, and so much more.  Resources mentioned: Ask BOSCO™: https://askbosco.io Modo25: https://modo25.com