One of the more challenging aspects of advertising sales is calculating ROI. This is made even more complex with the proliferation of content platforms and consumer devices. What really contributes to sales uplift? Disney|ABC, in addressing this issue, just released Phase 2 of an attribution analysis conducted by Accenture Strategy. Phase 2 is the follow-up to a custom study completed in 2016 that used four big data sources to prove the role and value of content in context in driving sales ROI.