Metametrics

In today’s ever-changing marketing landscape, new opportunities are competing for investment. Digital and social media have spawned a huge amount of data, but we know that counting is not the same as measuring. Which activities genuinely drove incremental value and which are simply harvesting sales driven by other channels or sales which would have happened anyway? As well as a proliferation of data sources there has also been an explosion in the size of data sets, some of which fall in the category of “Big Data”. As a result we have invested in Data Engineering approaches that give us the capability to deal with the largest and most complex datasets, in order to extract the valuable information. Data Engineering and Analysis are linked but different disciplines and our approach is to separate out these disciplines.