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" ... There will be humps in the road for all this new technology, but none of this is going into reverse; that much is certain. Davos please take note. ... "
" ... To minimize these false positives that lead to over-estimations of the success of a campaign, marketers should use attribution platforms that have look-back windows turned on by default. This enables the marketer to prove true incrementality, and make it harder for cheaters to game the system. Let’s use an example to illustrate. A certain ski resort has two surges of arrivals every year - winter skiing and spring skiing. A look-back window of 12 months means you have a “baseline” of arrival rates during those two “humps” prior to exposure to ads. Ad campaigns are then turned on. If the rate of arrivals of users exposed to ads is higher than the rate of arrivals from the lookback window, there is incrementality — folks exposed to ads showed up at a higher rate than they would have normally, specifically during those two “humps” when arrivals would have gone up anyway. This proves the incrementality of the arrivals, caused by ad exposure, and is much harder to game, than simply counting arrivals in polygons. ... "
" ... Weight loss, muscle build up and a leaner silhouette are few of the visible indicators of progress in one’s wellness journey. As one gets in shape, there are humps, ascends and yes, moments on a plateau. There are also problem areas in the body that can be both discouraging and frustrating. Flabby arms, thunder thighs, a bloated lower abdomen are common areas of the body not fully addressed by plain dieting or exercise. Fortunately, technology in the beauty industry has introduced many innovations both invasive and non invasive to help tighten, reduce and burn fat. There are lasers, controlled cooling, heat through light based technology, radiofrequency and ultra sonic energy that help to sculpt and shape the body. ... "