The data lake and unified attribution models: analytical challenges at AAI

Brian Carruthers

There's more data than ever, but analytics is more complicated and more diverse than it has ever been before; with more being measured, finding out what you need to know is more important than ever.

Curiosity and flexibility are essential characteristics of the insights researcher, never more so than today when there are so many new digital tools available to them and the volume of data that can be assessed is growing exponentially.

"The world is changing fast and on the data side of things, it's coming at us not just in terms of change but also in the changing types of data that we're seeing," Simon Edwards, VP/market development and insights at IBM Europe told an audience at the Audience Analytics & Insight Forum (AAI), a satellite event during the IPA's Effectiveness Week (London,...

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