Beyond audience data: The critical need for better business intelligence in digital media

by Rob Rasko
Recently, I was in a lengthy discussion of the actions needed to drive corporate change in the media business, specifically around workflow. During the exchange, I was asked to “please provide me the data to help drive this decisioning.” In the case I’m referring to, the data simply didn’t exist — or if they did, they were in so many places that it was almost impossible to d ...Read the full article