The other night I was fishing in my cupboard for a late night snack. Chips…perfect. But after the first bite I knew this choice was a massive failure – ugh. Stale. I was so disappointed, until I remembered I had a new bag of chips hiding in the back – score! I started thinking of a client of mine who recently came to B2E because their marketing was no longer getting great results. Just like the bag of stale chips, on the surface, nothing appeared to be wrong. I mean, the camp

For many years, companies would balk at spending thousands of dollars for online ads. Why? Because they weren’t always viewed as an efficient use of marketing budget due to attribution challenges. We really didn’t know who was viewing the ads or how they influenced purchaser decisions. There were probably conversions happening, triggered by the online marketing, but the ads weren’t getting the credit. Luckily, like most other things within marketing, online advertising too h