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Marketing & MediaThe precision trap: Why the collapse of attribution is reviving the brand
Musa Kalenga, Brave Group 15 hours

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Over the past year, the business intelligence (BI) landscape has transformed drastically. Formerly, this market was comprised of a vast collection of solution providers, but it has evolved to just four major players - IBM (NYSE: IBM), SAP (NYSE: SAP), Oracle (Nasdaq: ORCL) and Microsoft (Nasdaq: MSFT).
These BI titans have expanded through acquisition, snatching up the BI solutions provided by Cognos, Business Objects, Hyperion and ProClarity, while also growing organically, all in an attempt to increase their footprint in the enterprise applications space.
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