Looking beyond the last click

New data tools and analysis systems are changing the way advertising campaigns are planned. Instead of modelling only the past, they are enabling us to explain consumer behaviour almost in real time, and adjust plans accordingly.

Looking beyond the last click

Joe Mandese

Recently, I have had some concerns that the advertising world is shifting towards cold, hard science, and away from the kind of art and creativity that defined its first hundred years. It is an ongoing progression...

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