| Why brands should take a stand against last-click attribution | | Damon Combrink | | 09 September 2014, 2:29PM |  The digital marketing ecosystem is experiencing an attribution evolution. For too long, the industry has relied on the simple metrics of last-click attribution, regardless of the ability of this approach to measure the contributing factors leading to a sale or conversion.
| | | | Do Manchester United have too many sponsors? | | Chris J Reed | | 08 September 2014, 11:25PM |  Manchester United (MU) recently announced their 40th sponsor/commercial partner. Apart from the MU finance team should anyone else be happy about this? Does it work from a marketing perspective for any of the sponsors?
| | | | Twitter trials 'Buy' button | | Susan Billinge | | 08 September 2014, 2:25PM |  Twitter is finally taking its first crack at e-commerce by testing a “Buy” button in the US that lets shoppers buy directly from a Tweet.
According to Twitter’s blog, the button is just the first step in the social network’s plan to build more functionality into the site and transform the way we shop with our mobile devices.
| | | | Chevrolet's Man U deal highlights misunderstanding of marketing in China | | Karen Connell | | 08 September 2014, 10:27AM |  In recent press interviews, Tim Mahoney, CMO of Chevrolet, has talked openly about the company's recent sponsorship deal with Manchester United.
While much of what he is saying makes sense, some his comments serve to highlight the common misconceptions held by many Western brands about marketing to China.
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