After the click: The ROI fallacy
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"335b9f48e5a13f819edeb21f841b4606","s":"0cb8d04c20dacb8e"}
Emily Adams