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FEATURE25 January 2016

Digital, data and globalisation

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Data analytics Features Impact UK

Advances in digital technology mean that the researchers’ toolkit has expanded beyond the survey, says Sir Martin Sorrell in the latest MRS 70th anniversary article. 

At WPP, what we once called market research or consumer insight is now described as data investment management. Contrary to what the resulting acronym might suggest, we think this is not so dim.

This sector of our business has ...