IAB Data Maturity Model: Digital Advertising
Figure 1: Data lifecycle illustrated
The data lifecycle is made up of the following stages:
1. Data Collection
Data collection describes a company's ability to aggregate all relevant data points from all relevant channels in a timely and efficient manner.
The following can be used as criteria for evaluation of maturity ranking:
a. Data origin (source)
Frequently the same data point can hail from multiple source systems. Understanding where and how an individual data point is sourced is a necessary step towards ensuring overall data quality but also focusing on the most economical sourcing...