How to implement a data-driven media budget
Briefly

Data is king.It was a fact several years ago and it stands as a fact nowadays.For marketers, the problem is not to dive into all data; the key is trustworthy data.The dilemma is that, while having data that is measurable and useable, marketers must also accept that true measurement won't be coming from single source data points.
Read at VentureBeat
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