Lightspeed Blog

Validating Segments: Marketing Data Integration (Part 5b)

Posted by Reshma Krishna on Sep 17, 2018

We’re researchers, so it makes sense that we love data. Big data, small data, and all data in-between. But does our love run so deep we overlook the validity of all the data we use? Deloitte Insights brings up a good point, “When big data contains bad data, it can lead to big problems for organizations that use that data to build and strengthen relationships with consumers.”

Read More

Topics: data series, validation

Validating Sources: Marketing Data Integration (Part 5a)

Posted by Melissa Moxley on Sep 12, 2018

As we know from part 3 of our Marketing Data Integration series, there’s an abundance of data available to marketers, from first-party, to second-party, to third-party. We know we can collect it from a variety of sources and connect these data for a more holistic view of our target customers. What we haven’t discussed yet is the integrity and quality of the mass data at our researching fingertips, or the importance data validation plays in the GDPR world we now live and work in. While only live for a few short months, the guidelines implemented by GDPR have had a significant impact on the digital advertising, consumer insights, and market research industries.

Read More

Topics: data series, Data Quality, gdpr, validation

Subscribe to Email Updates

Recent Posts

Posts by Topic

see all