Enriching Media Data: A Special Report from the U.S. Coalition of Innovative Media Measurement - Quality Is Key Requisite for Maximizing Return on Advertising Investment

The growing number of consumer data sources – with the complexity of integrations across multiple consumer touch points – poses a challenge for end users to assess data quality.
Broussard

Enriching Media Data: A Special Report from the U.S. Coalition of Innovative Media Measurement – Quality Is Key Requisite for Maximizing Return on Advertising Investment

Gerard Broussard

Pre-Meditated Media, LLC

MANAGEMENT SLANT

  • To improve data quality, the marketing and advertising industry could establish a “Principles of Data Quality” disclosure;
    • create a roster of items to ask of data suppliers;
    • request transparency—data firm disclosures—including consumer authentication procedures, multiple data source descriptions, model...

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