Marketers should look beyond the click to bigger data picture

09/4/2012 | Advertising Age (tiered subscription model)

Marketers need to get beyond their obsession with the click and take a more sophisticated, nuanced view of return-on-investment, writes Adam Lehman. Nowhere is this trap more evident than with new Data Management Platform, where marketers are looking at the clicks instead of "collecting, aggregating, organizing and activating consumer-related data," for a valuable, integrated view of the audience, he writes.

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