• by Laurie Sullivan , Staff Writer @lauriesullivan, March 14, 2015

Big data reverse engineering provides an interesting concept for companies looking to confirm the demographics coming to a Web site. Sometimes we find that the 20-somethings a brand thought frequented their Web site are really grandparents, said Christine Bensen, SVP Media Strategy, iCrossing, at the MediaPost OMMA @SXSW conference Saturday. It provides an eye-opening experience for brands, but it also provides new opportunities.

No doubt, 2014 was the year of attribution, she said. "Nobody could get it and everybody wanted it," she said. "It's expensive to build the process"

New startups emerging as half tech companies have a much easier time with attribution, Bensen said.