Top 5 Things to Know when Digging into the Data

As 2017 comes to a close, we’re nearing my favorite time of the year. I’ve brought my Texas-themed Christmas blanket – charmingly decorated with cowboy-hat-wearing snowmen and light-covered cacti – to the office, decorated my Christmas tree at home and spent the majority of the past month’s morning commutes singing along with the 1997 Hanson Christmas album. There’s just one last thing to do – finish up the digital media advertising reports for 2017! But what all should we study when examining the numbers?

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