Eight hours. That is the average amount of time each day spent interacting with digital media by an adult in the United States. This means, for many of us, around one-third of our lives is spent interacting with content. Compare that to a hundred years ago, that number was zero. Yet most marketing professionals still hold onto the old concept of a funnel when considering how to find and nurture leads, and how to attribute performance to our marketing activities. The concept of a funnel provides a nice, neat progression of a large group of prospects dwindling in size until