We need to think harder and smarter. What we really need is holistic analysis, not holistic media data. We need to make better use of what we have. We need to dig deeper and ask, 'Do you need to repeat the whole study or can you examine the bits that have changed and re-calibrate?'

We need to think harder and smarter. What we really need is holistic analysis, not holistic media data. We need to make better use of what we have. We need to dig deeper and ask, 'Do you need to repeat the whole study or can you examine the bits that have changed and re-calibrate?'