3 questions marketers need to ask about data quality | Digital

Two women are eating lunch in a resort. “Boy, the food here is terrible,” says one. “Yes, but such big portions” raves the other.

Okay, that’s not quite the way that old joke goes. The punchline is supposed to be, And such small portions But my version is an apt description of marketers’ access to data in recent years. Data is available in quantities that are almost unimaginable, but, too often, the quality is…