Are you 100% certain that you’re getting the most out of your cross-channel marketing efforts?  Arguably, one of the biggest downsides of digital marketing is its tendency to reinforce one’s obsession with performance metrics, such as ad clicks. Although it’s perfectly fine to be mindful of your performance, you should know that in the case of cross-channel marketing, some metrics are just complete and utter bullsh*t!  Why is that?  EVERYONE IS OBSESSED WITH GETTING SALES CREDITS!  Regardless if you’re using email, SEO, or SMS marketing, the people running these channels all want a piece of the pie!  These performance metrics might sway you into thinking you’re doing an exceptional job with your marketing efforts when in reality, it’s only a ploy to get you to blindly spend more on these channels!  So, what exactly should your approach be in this situation? Should you continue to put your performance reports on a pedestal? Which metrics should you really be focusing on?  Hi, my name is Charley! In this video, I’ll go into detail about what BOTTOM-UP Attribution is, how it affects your overall marketing performance, and why it is the BIGGEST LIE of digital advertising!