Leading brands conceive of, and create, brand experiences that seem all too discrete; too specific to their media environments and platforms, and less-aligned to their core brand positioning or value proposition.

The only way to truly integrate all technologies in your Marketing Technology Stack is to build bridges across these silos and teach different sub-departments to work together effectively.

Use these questions as fodder for unfolding a more interesting and authentic story that can be used as a common thread throughout a more complex media plan.

Cross-channel attribution is not going to answer all of our questions but it is going to get us closer to the answers than we have ever been before. Let's embrace it and help our industry improve the tools we have in place;

It's critical to make sure your entire team has a clear understanding of their roles during times of crisis or enterprise-wide issues through both advance training and testing.