“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of strategic ...

Effective measurement depends on connecting signals across MMM, attribution, and incrementality instead of forcing a single ...

But, in my experience, triangulation – the combination of multiple perspectives, data sources and approaches – significantly increases the likelihood of revealing true insights. Triangulation: from a ...

India’s GDP during the three months ending in December grew at 8.4%. This is the highest among all large economies of the world. It is extremely heartening to have the economy growing at a relatively ...