A Forrester study reveals marketing spend is wasted as a result of poor marketing/media data quality.
This piece states that taking control of media-buying sources and working directly with data sources can help brands effectively address data duplication. Companies should eliminate middlemen and simplify their data operations to avoid purchasing the same data twice and increase ROI.
Employing data activation teams can help identify overlapping data purchases and glean the best data for campaigns. Marketers can also leverage the powerful data from employee activation teams to create smarter marketing campaigns.
The author contends big data allows marketers to understand consumer preferences and people's digital and offline behaviours. Having organised data operations can not only help brands get better data and but also reduce marketing spend in the data-buying processes.
[4 minute read]