Data is at the front and center of our industry conversations, and this is the year where brands truly realize and embrace the significant power of real-world data. Agencies also play a significant role in this evolution as they invest in their own data platforms and expand their capabilities.

In my recent conversations with industry peers, they shared the same sentiment, that this is the year when our industry effectively leverages data integration across the marketing ecosystem. One significant aspect of this industry evolution is the injection of physical-world data with other data sets, as well as mobile. Mobile data is the glue that connects all data with the broader ecosystem.

Data will lay the foundation for four important advances in our industry:

  • Mobile Audience and Attribution Challenge Will Be Solved. In 2015 we saw huge strides made by brands and agencies embracing the next level of attribution metrics. This is the year where new forms of measurement solutions become

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Source: Street Fight