By Rasheeqa Jacquesson, marketing science partner for MEA at Meta.
Today’s digital landscape enables marketers to seemingly access a limitless amount of data. But are they taking advantage of that data to the fullest extent possible? This is not the case for many organisations. For the past decade, direct response marketers have used multiple data sources, such as cookies and mobile device IDs, to measure advertising results. This data is becoming increasingly difficult to access, and with it, measurement systems, such as channel-level reporting and cross-channel attribution, are becoming less effective.
Digitally native brands accustomed to making fast, frequent optimisations based on granul
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