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Big data sets provide exponentially larger audience sizes than traditional panels can provide, but they lack specific audience information. To be holistic and representative, measurement needs to leverage big data in conjunction with panel data.
Big data keeps getting bigger as the number of devices we use on a daily basis continues to grow—and it’s confounding marketers looking for the most accurate measurement of their marketing ROI. But instead of a single measure, a multi-model approach may be marketers’ best chance to measure...