Developments in knowledge and processing power give modern marketers an array of tools to optimize for effectiveness and minimize excessive spending of their budgets. As marketers are continuously challenged within their organizations to prove that activity is driving revenue, they can select from many available tools to do so – Marketing Mix Modeling, Attribution, Causal Analysis, Segmentation Analysis, Exploratory Analysis to name a few.
But the measurement of activities within the ecosystem gets even more difficult every day as we live in a complex, multi-screen, multi-device world, constantly evolving. In addition, privacy regulations and restrictions further compound these challen
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