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Evan Hanlon is the Director of Audience Strategy at Xaxis. There’s a certain type of person I’ve learned not to trust: someone who insists that they can make things simple. I recognize how problematic that is for me, a person whose job it is to in fact make things simple. But I suppose it’s because I dive into what lurks behind the design studio slides and know just how deep the rabbit hole goes. It’s ironic that almost every eye-roll inducing invocation of the phrase “big data” is accompanied by a sales pitch for a tool that makes it easy….

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