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Marketing and measurement in the digital era - Venture Insights

Report Overview

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Marketing and measurement in the digital era

PublisherEnders Analysis.
Publish Date November 16, 2016
Sector Advertising, Digital Media, Internet, Media, Online Advertising.
Company Facebook, Google.

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Digital consumption has generated a lot of data in marketing and media and a huge variety of new opportunities for marketers—but insights and intelligence are not growing as much as data points, as a culture of short termism prevails.

We recommend the linking of audience measurement and consumer behaviour data, but the industry lacks both standards and trust, while the still-immature digital marketing supply chain poses problems for data integrity.

The new data economy has also precipitated a new war for talent, with marketing, media and publishing competing with technology, finance and other industries to attract the best quant and science brains to transition the creative sectors.