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Businesses that rely on data to make key decisions will want better, more granular insights.
But these sorts of insights are often too general purpose, and don't provide the kind of granular insights that can really aid in a case.
In short, multi-touch attribution modeling is all about helping marketers and agencies maximize return on their advertising spend across online and offline media channels with granular insights into each channel, format, ad creative and audience segment.
Eye tracking (should it live up to its accuracy claims) also holds more obvious potential than face-tracking, given the granular insights you're going to glean based on knowing specifically where someone is looking, not just how they have oriented their face.
Once a global network alignment has been estimated, we can analyze it to gather more localized, granular insights, e.g. estimating functional orthology across species.
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This trend will continue providing increasingly granular insight into the molecular drivers and correlates of clinical outcomes.
It will also be worth watching to see if other ad networks follow suit and offer similarly granular insight into daily/hourly usage.
It also offers more granular insight, for instance based on specific outlets, and can track longer term trends, such as the impact of promotional campaigns.
In keeping with the simplicity of the platform, GoodData targets business users and executives, who need answers to big picture questions fast; as well as business analysts looking for more granular insight.
The Detail report provides granular insight into individual instances by all of these lenses plus adds individual metrics such as launch time, utilization levels, attached EBS volumes, IP addresses, and more.
The other reason is that Razzell – who I have met a couple of times at business events – has an almost academic, granular insight into the concept of identity – something you will also pick up from reading his own blog and that of I-Together's.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com