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| Ad Analysis 2.0 |
The days of correlating sales data with a few dozens discrete advertising variables may be over. Today many of the world’s biggest and leading companies now deploy analytics 2.0, a set of capabilities that can chew through terabytes of data and hundreds of variables in real time to reveal how advertising touch points interact dynamically. The results achieved range from 10% to 30% improvements in marketing performance(HBR, March 2013).
