How scientific methodology improves ROI from media investment | WARC | The Feed

Given the tools and methodologies available to marketers today, the old adage about half of advertising spend being wasted (but which half?)  shouldn’t hold anymore: Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.

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