If I had a pound for every time I heard the sentence ‘Prove the ROI for social’. Social is a digital channel but measuring it is slightly different than measuring a Display or PPC campaign. The later 2 can be measured relatively easily. And then we can go on, and create a fancy attribution model for tens of thousands (if not hundreds) of pounds, to show us exactly how many pennies should we allocate to each channel. Then there is social, and yes it can be included in the attribution model and depending on the industry its weighing will be…