In this session...
Data accuracy significantly affects the outcomes of a marketing plan, but given the complicated breadth and scope of our digital ecosystems, it’s hard to know where to start.
To succeed today, marketers need to know how data affects their business. It’s time to understand where it comes from – so you can know where you’re going. In this session, we will present a comprehensive overview of where data comes from and why it matters to measurement.
Many programmatic buyers don't question the origin, accuracy or scale of the audiences they buy from programmatically, yet we hear so much about challenges in measurement and accuracy in the digital space.
Measurement and audience validation should be at the foundation of marketing success metrics for 2017, right next to fraud and viewability.