In this session...
The #1 issue threatening the effectiveness of mobile advertising is the poor quality of mobile data. In order to realize the true promise of mobile, marketers need a higher standard of data quality. In this workshop, Jake Moskowitz, head of the Emodo Institute, will discuss the causes, impact and remedies of widespread data inaccuracy. Attendees will develop a simple, effective 4-step strategy for ensuring better results by identifying and curating data that meets the highest quality standards.
Despite numerous claims, promises and initiatives, the #1 issue threatening mobile advertising continues to be the poor quality of mobile data. In fact, recent research by the Emodo Institute reveals that nearly half of the location data used in mobile advertising is inaccurate. While data source transparency is important, it’s only a starting point.
In order for marketers to realize the true promise of mobile, we as an industry need to take steps to ensure a higher standard of data quality. In this workshop, Jake Moskowitz, head of the Emodo Institute, will share new data-quality insights and discuss the causes of widespread data inaccuracy. Attendees will learn how to get better mobile results by developing a simple 4-step strategy for identifying and selecting data of the highest quality.
What You'll Learn from This Session...
- A thorough understanding of what happens between a data point being created and its use in a mobile audience.
- All the things that can go wrong during that process.
- What tough questions to ask data vendors to differentiate between seemingly similar competing audience products.
- How to calculate a score to judge which audiences provide the greatest value to your brand.