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Where is this figure coming from? I've searched high and low through search engines and research groups like SEMPO and comScore but I can't find any data backing it up. What's more, the companies citing this number don't provide a source.
Can anyone point me in the right direction for this "fact" or a related study? I'd greatly appreciate it.
Generally speaking, though, I would wholeheartedly concur from experience that 30%+ inefficiencies exist in more campaigns than not. I don't, however, have any published figured to share with you.