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This emerging discipline represents the next frontier in marketing performance. It empowers marketers to see not only how their media is performing, but why—by analyzing which specific creative assets, formats, and elements are driving outcomes. Armed with this insight, teams can double down on what works, cut what doesn’t, and build a more effective, more agile marketing machine.

Marketers aren’t simply guessing which image or headline will resonate; instead, they’re guided by an almost instinctual flow of data arriving in real time.