Why do marketers use data? They want more insights, better targeting, but really at the end its marketing efficiency. When it comes to using data, anything that eliminates waste is good. However, there are challenges for data buyers – there are more data companies now than ever with 150 data providers in the data store and growing. By 2020, there will be 80 billion devices, which means more and more companies are in the data world – sharing or monetizing it. if you are data buying, it is daunting – there is so much, how to know which one to pick?