CLEAN DATA LEADS TO CLEAR INSIGHTS
For data to be useful, it has to be correct – which is a challenge, since data becomes less and less accurate and relevant over time. People move
to new homes and get new email addresses; customers’ interests change; and errors are introduced as data is updated and moved around.
And the less accurate publishers’ data is, the less effective their engagement efforts become; after all, even the most enticing campaign will fail if it’s targeted to the wrong customers. The old computer science concept of “GIGO” applies here: Garbage In, Garbage Out. “You’ve got to be intentional; you need to have the right data to make smart decisions,” says Eric Shanfelt, founding partner at the media consultancy Nearview Media.