How M&C Saatchi Is Navigating Marketing Measurement Without User-Level Data

If there’s one thing marketers don’t need, it’s another measurement dashboard. “Death by dashboard is real,” said Dane Buchanan, chief data and analytics officer at performance agency M&C Saatchi. But not only is “a plethora of measurement approaches” overwhelming clients, he said – from media mix modeling and geo-lift testing for incrementality to brand lift studies […]

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