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When Using Big Data, Devise Metrics With Meaning

The age of Big Data has made everything trackable, arming the modern-day marketer with stats ranging from individual tweet engagement to real-time Like targeting on Facebook during the Super Bowl. So, where does a local radio show interview fit into that mix? Or even something bigger like a New York Times op-ed? Are modern-day marketers losing touch with the kind of media influence that really resonates with their audience at the expense of things that are easier to measure?

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