Jonathan Steuer believes much of the data currently being devoured by marketers should come with a health warning.
"What I would love from all of you data and research methodology sellers," he told delegates at the Advertising Research Foundation's (ARF) 2017 Audience Measurement Conference, "is something like the food information – and nutrition information – labels about what's in your research product: What's in your data, where did you collect it, and what did it get matched to."
Offering "more disclosure and more sunshine," he continued, would encourage the uptake of data-driven marketing among...