Measurement in Your Pocket

“Ultimately, measuring ROI means having the right mix of analytics to capture insights along the entire consumer journey,” states a report from Millward Brown. Many advertisers have powerful analytics tools in their toolbox (including site analytics systems or data management platforms). But there’s one small tool, as noted by Google, generating robust data that 87 percent of people always have “at their side, day and night”: the mobile device.

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