Consumers live in the now; they are connected to hundreds of friends and followers through an endless number of devices. Few marketing challenges are trickier than trying to identify and recognize what drives their attitudes and behaviors. What they do and what they say can be vastly different in today’s mobile world.
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.”
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.