Holistic research is needed to cure digital data myopia

Online behaviour creates huge amounts of behavioural information, which has become key to evaluating digital communications’ effectiveness.

Holistic research is needed to cure digital data myopia

Richard Owen and Tom Woodnutt

Don Draper stares out of his Madison Avenue window, takes a drag from his third cigarette of the hour, and smoulders. “Pete, let me understand this. Our client demanded...

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