and econometric modelling 127–8 and insights 129–31 and measurement vs effectiveness 126–7, 127 and metrics, underdosing with 128, 128 as “new oil” 122 and optimal optimization 131 pervasive nature of 122 and platform impediments 125–6 really useful, prerequisites of 125–31, 125, 127, 128 and single-enterprise point of view 124, 125 structured and unstructured 120 value spectrum of 123 DAVE 148–9, 148, 149 Davies, Donald 14, 14 Davies, Russell 197, 199, 199 Davis, Rob 41 Dawkins, Richard 79–80 de Luca, Peter 155, 156 Dean, Howard 194 DEC 27 Dentsu 217, 218, 220 Descartes’ Error (Damasio) 237, 238 Descartes, René 237–8, 238 Dhingra, Rishi 105 digital ecosystem 32–3 evolving nature of 31 and traditional media 34 Digital Revolution: advertising giants in, see advertising giants in digital age