Correlation Or Coincidence: The Race For Causation In 2016

For marketers, 2015 was the year we figured out that buzz and sentiment were as likely to lead us astray as to offer insights that move the needle. That means the race is on in 2016 for marketing analytics professionals — both in-house and vendors — to figure out how to find data that intelligently correlate to revenues (or at least, to KPIs that are smart approximations of ...Read the full article