- They need to use a combination of (passive) behavioural data gathered online and (active) survey data.
- Rich insights can come from overlaying additional data to behavioural data in order to track an individual's media use along the purchase journey.
- In order to maximise usage of this new data, researchers and clients need to invest in technology and upgrade their skillsets.
- This Warc paper was originally a presentation given at Warc's Online Research: Now and Next 2012 conference....
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