CHALLENGE Refining Plan Precision One of the largest media agencies in the world, Universal McCann (UM) helps global brands such as Coca-Cola, Chrysler, H&M and L’Oreal Paris gain a competitive advantage by developing creative, strategic, and customized media campaigns. T o sharpen its own competitive edge, UM sought to address gaps in its offering. The com- pany’s in-house analytics solution was limited to providing recommendations on fre-

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