The attention economy has failed us. It got us the ephemeral 15 minutes of fame but it didn't lead to being invited to the proverbial deal table. It didn't entrench us in the hearts and minds of consumers. Today, we have an over-reliance on data and an unhealthy obsession with quantitative ROI. Marketing pioneer Shama Hyder separates fact from fiction and explores what really works now based on the latest research and her in-the-trenches experience.