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DTC marketers talk struggle between performance, branding

Direct-to-consumer brand executives spoke at the Interactive Advertising Bureau's Direct Brand Summit about the challenge of balancing a foundational performance-based marketing approach with the need to boost brand storytelling to reach new audiences. "What we find is that, when you focus too heavily on attribution, we make decisions based on what we can count and not on what's really driving the business," said Mizzen + Main Chief Marketing Officer Stephanie Swingle.

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