6/7/2013

Data management platforms are helping advertisers centralize once-disparate data to form bigger pictures and develop analytics to measure reach, response and impact, says Xaxis Chief Operating Officer Mark Grether. He cites a recent online campaign for Godiva run by Xaxis that combined campaign data on exposure and third-party offline sales data to show Godiva's return on investment for the digital campaign was $2 for every $1 spent.

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