As the impact of these changes became more evident, many advertisers and market players have become pessimistic, seeing little future for modern analytics and optimization.
Today, new heterogeneous data has led to new tools emerging that offer basic media mix modeling (MMM) on high-level data. But this “lowest common denominator approach” delivers limited insights for today’s digital marketing and ignores the potential of new emerging data sets and modeling approaches.
Since 2019, Exactag has been developing a new approach to data collection that allows marketers to realize the full power of all new data sources. Our data collection follows the three principles: