Accurate market data can make the difference between an online marketing campaign that fizzles and one that succeeds, according to eXelate CEO Mark Zagorski. More than half of respondents of a Black Ink study cite data accuracy as a challenge to return on investment. "Accuracy in data needs to become the next step, because we now have efficiency in media delivery through real-time bidding. We're moving toward using real purchasing behavior, integrating offline and online," Zagorski said.
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