Sep
28
To Fight Junk Data, Ad Industry Eyes 'Nutritional Labeling'
Posted in: Uncategorized
The data behind marketing is often wrong. Now the industry wants to fix it.
The ugly truth about the data that drives marketing is that it’s often simply wrong. Procter & Gamble Co.’s Gillette found that out the hard way with recent publicity about its “Welcome to Manhood” 18th birthday razors sometimes going to women 19 to 50 years old.
Everyone can discover the problem in a personal way by visiting Acxiom’s AboutTheData.com to review what one of marketing’s big data brokers knows about theminformation that’s often wrong. Acxiom lets people correct the record, on the debatable theory that they actually want big data brokers to have accurate information.
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