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Ad Analysis Training Firm Opens
 In New York, a former Mediaedge online marketing analyst has launched a company offering to teach media executives the data analysis techniques they need to assess online advertising.
Eric Melchor says his firm, SmartDigital Spending, will offer written, audio and video instructions on how to conduct the measurement, enabling advertisers to incorporate online media measurement into their media planning strategy.
'The natural instinct of an analyst is to track and measure as many metrics as possible in order to learn about the campaign at maximum granularity. This results in wasted time,' says Melchor. 'Media planners who are capable of performing data analysis on their own are more likely to focus on what is actionable, identify areas where to minimize costs and implement optimization decisions based off strategic findings that will enhance campaign performance.'
Firms can download the tutorials at www.smartdigitalspending.com or pay a monthly subscription that provides access to all current and future tutorials.
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