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The Measurement Revolution: How To Thrive With Digital Analytics Danny Caine If you find questions likeThe cost of collecting, storing, and analyzing data has decreased about 10,000 times over the last 20 years In addition, technology experts agree that this trend of lower technology prices will last at least another 20 years. Therefore, we can measure, record, analyze, and communicate at rapidly decreasing costs at a rate never experienced in human history. This leads to the two major benefits: 1. Measuring phenomena that existed before but have never