Given the rapid adoption of the digital age, each day marketers are gathering terabytes of data from numerous sources and trying diligently to identify what is relevant and actionable. The good news is that everything's becoming more comprehensively measurable.
The growing trend toward digitally delivered and measured media allows for analysis based upon full universes, moving away from projections based on samples. Concurrently, marketers are under scrutiny to prove value, not just assume it. This is a synchronicity that makes data intelligence both in demand and achievable.
As the first wave of Internet marketing blossomed in the late 1990s and the marketing community came to realize that online marketing is a direct marketer's dream come true, clients and agencies alike began to invest heavily in robust data collection, analytics tools and supporting staff. The term ROI became a staple in the online marketing vernacular, and with this trend, the ad community began to divide into online vs. offline.