There are too many things Peter wants to discuss about Digital Analytics and yet, he only gets to speak once. So in this talk, he will be musing on a wide range of topics around the nature of Digital Analytics, the work we do and life in general. This session will include what & who is inspiring Peter, what he wants to be working on and learning in the future, his frustrations within the world of Digital Analytics, his thoughts on what companies should be focusing on and of course, Peter’s latest point of view on attribution. The intention is to spark a bit of inspiration and ideas for all attending in return for the inspiration Peter has received from others.