If you think data issues are challenging today, just wait.  Ocient finds that mere “big data” is being replaced by “hyperscale data”, which involves higher volumes and near-immediate analytics.  Nearly all respondents (97%) expect data volumes to rise quickly in the next few years and 59% expect to move to a new data warehousing platform to handle the growth.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.