“It’s not just big data we need, it’s long data. You can’t measure long term effects with short term data.”

The online advertising industry lives in terms of 15 or 30 day windows. For Les Binet and Peter Field, authors of ‘The Long and the Short Of It’, this is a huge problem – one that is holding back performance, stunting creativity and harming brand image.

In this session, at the second Quantcast Supernova Big Data Summit held in London, Binet and Field take us through the big danger of big data: that it dictates a short term strategy and undermines long-term growth by underestimating the effectiveness of brand building.