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Whereas every community has its personal native analytics, no social media manager desires to spend time each week, month or year gathering information and hand-inputting it into a spreadsheet. Bil Gaines, the digital advertising director of Customized Creatives says that very few small businesses make use of cross-channel advertising. And most small business owners oversee so many features of their firms—from gross sales to finance to human sources to daily operations—that advertising unintentionally falls down the checklist of priorities.

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