Sane (pictured), speaking at a plenary session at the recent conference, said that although marketers should consider data from multiple sources, insights are more important.
"We don't invest enough as an industry into insights on digital behaviour," Sane said later in an interview.
"We don't invest enough as an industry into insights on digital behaviour," Sane said later in an interview.
"The industry is too fixated on measurement in a digital environment experiencing rapid change. Don't be excessively obsessive with measuring, measuring, measuring, and get out and do something with digital media. Measuring will follow."
