ad:tech New York: Top 5 Big Ideas from Day 2 ROI sessions

Marketing, metrics and making sense of it all
Two back-to-back ROI sessions on Day 2 of ad:tech New York drew packed houses, as it seems everyone wanted to know: What do we do with analytics, and what is the future of online, social and mobile metrics?
Here are The Ad Blog’s top five big ideas from some of the presenters at “I Love Data” and “Measuring Digital ROI”:
1. Cleanse that Data
“Data is awesome,” says Andy Fisher, executive VP of global data and analytics director at Starcom MediaVest, “but the one big challenge in this industry is the fundamental data itself.” The challenge lies in things like tags that don’t agree with what pages are called, and products that don’t share common metadata.
“A dirty secret of the analytics business is you spend 80% of your time on data cleansing and fixing problems, and 20% of your time actually doing analytics,” said Fisher. “If […]

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