Data is the new oil, and there is plenty of it. The challenge is to make sense of this data to ensure we are measuring and analysing our digital activations better than the competition. In my working experience across London and now Dubai, it is refreshing to see that we are putting more emphasis on this topic; measurement is not usually the one slide at the end
of a presentation.
However, with so much data at our fingertips, measuring the value of digital often gets over-complicated, despite the relatively simpler objectives, which tend to lean towards sales as opposed to softer brand objectives. How consumers buy the product depends on the average time it takes them to make them aware
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