In October 2021, Matt Andrew, Managing Director of ISBA Partner Ekimetrics spoke to ISBA, alongside Ekimetrics global subject matter expert, Maximilien Variot, about the practicalities of the pursuit of real-time analytics in marketing measurement. You can watch the presentation in full below, as well as see a summary of the key points.
Achieving real-time analytics is strikingly difficult to make successful. This kind of complex data science project requires high velocity of data, high volume of data and data from multiple sources. Which means it’s critical to understand the use cases and benefits, rather than being driven by the tech, before embarking upon any real-time projects.