In today?s world where internet marketing is taking off, new technology is creating a greater need for specialized data analysis and processing. With the plethora of analytics software available, many agencies that lack the high tech resources and specialized personnel are turning to technology companies to manage their marketing campaigns that depend on complex data. The rise of data tracking capabilities that have made online marketing techniques like retargeting and ?lookalike targeting? cost effective have given smaller companies more opportunity. But there is still a necessary human element for interpreting the data usefully.

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What’s the role of data scientists on online advertising? – The Guardian