Marketing Attribution: Giving Agencies the Power to Keep Their Media Performance Promises
Landmark political events were seen on either side of the Atlantic last year, with the EU referendum and the US presidential election. Results for both came as something of a surprise, not least to the pollsters who had – in both cases – predicted the opposite outcomes. The political polls failed to predict the right results due to one thing: poor data, writes Vanessa Tadier, general manager of Europe, Visual IQ. As Tadier explains, without accurate data, the pollsters never had a chance of understanding how the votes would stack up.
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