With so much 3rd party data available, how do you know how well that data represents your intended consumer target? Lotame and Survata partnered to link 1st and 3rd party data and boosted accuracy rates for identifying auto intenders on a publisher’s website by nearly 1/3rd.
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Measuring the impact of in-market investments can be like finding the proverbial needle in a haystack. Combining the granularity of panel-data and the heft of Big Data can make finding that needle a lot easier. Oracle Data Cloud shows how they bring the two data sources together.
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The ARF has announced two new efforts to tackle data quality questions:
Data Labeling Initiative - with the ANA’s Data Marketing & Analytics division, the IAB Tech Lab, and the Coalition for Innovative Media Measurement (CIMM).
Data Validation Initiative - independently conducting research to determine whether surveys can be used to measure the accuracy of those targets.
Academic advertising researchers argue that multiple measures are needed for accuracy. Practitioners argue that a single measure of attitudes is sufficient. Who’s right? This article suggests it is better to have one valid measurement item that fully captures the semantic meaning of the construct rather than having multiple bad ones, no matter how internally consistent the measurement scale may be.
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