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...