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Big data is a process, not an item on a shopping list

Big data is a process, not an item on a shopping list. Case Study: Driving Omnichannel Conversions. Media D was 16% of the media plan, but only drove 4% of retail sales (OPPORTUNITY!). Media H influenced the 2 nd most retail sales (16%), but was only 4% of the media plan (OPPORTUNITY!).

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