2:40 pm - 2:40 pm
Uncovering Hidden Data Risks to Effectively Reach Intended Audiences
Ninety-five percent of advertisers are using first- and third-party data in their media plans, but sixty-four percent are not fully clear on the origins of their data sources and 3 in 4 marketers are not fully confident their data is allowing them to reach in-market consumers. For advertisers pitching the likes of soft drinks, underwear and shaving gear online, the wider the reach, the better. But for niche industries and big-ticket items like cars, major appliances and houses, not so much. The potential for waste is obvious and endemic. After this session, you’ll be able to:
- Choose between first-, second- and third-party data to achieve your objectives and maximize your budget.
- Debate between quality vs. quantity and find the perfect balance.
- Know your data intimately: where it’s coming from, how it compares to your actual addressable market and common hidden risks such as audience arbitrage.
- Understand how buying and selling data will evolve over the next few years.
Data & Analytics