App developers miss a huge opportunity to capitalize on data, per Keith Petri. He explains in a podcast the types of available data to developers and how to leverage it. He believes marketers need to
connect paid media investment across multiple channels to build an accurate depiction of a campaign's performance, and explains how to access the data to get the job done. He estimates that 95%
of mobile developers do not collect or house their own user data, which presents an enormous missed opportunity to improve user experience and decrease costs as well as to establish other revenue
streams for data licensing.
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