Jeff Zwelling is the CEO and Co-Founder of Convertro, a leading provider of multi-touch attribution modeling technology and division of AOL Platforms. AOL Platforms enables the world's top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs with impact through premium experiences, programmatic buying and performance driven campaigns.
Many in the industry still believe aggregate-level data can get the job done. This is wishful thinking. Here's why big data doubters are clearly missing the boat.