Mark Ritson: Why can’t marketers see that digital metrics are bullshit?

Last Thursday I found myself addressing about a thousand marketers. I was one of four speakers debating the motion ‘Digital Metrics are Bullshit’ at Australia’s biggest marketing conference Mumbrella360. My teammate, a senior figure from news media, and my good self were designated to go first. Then our opponents, two big hitters from the world of digital media, would present the case against the motion.
I’m a man who leans heavily on Powerpoint most of the time, often u