What percentage of spend targeting Hispanics is wasted?
As any good marketer knows, the Hispanic market is a huge segment for advertising dollars and attention. There are about 60 million Hispanics in the US, and annual aggregate Hispanic household spending was projected to reach $978 billion in 2020. This would make Hispanics the single largest and highest-spending minority group. In the open marketplace […]
Think your ads are reaching African American consumers? Think again…
Brands are making great strides in being more thoughtful in reaching multicultural audiences, but what does that mean in practice? We looked at an assortment of advertising segments purported to be African Americans across the 3rd party data ecosystem. According to our accuracy scoring method, the rate at which these segments accurately identified/reached African American […]
What’s up with Hawaii?
Even when data is great, it’s not perfect! Out of all the demographic attributes that we analyze and score, there is one particular bright spot: geographic attributes (e.g., State, Census region, and Census division). These three geographic attributes consistently have the highest average Truthscore (0.93 or higher in Q1 2021) of all the attributes that […]
Why Google’s FLoCs are a Faustian Bargain for Marketers
FLoCs: Federated Learning of Cohorts. This is Google’s proposition to the marketer as an alternative to targeting cookies and mobile ad IDs (MAIDs), after Google unilaterally announced that they would stop supporting cookies and MAIDs in Chrome. I like Google. I use pretty much all of their consumer and business apps, all the time. My […]
Four Reasons Why Marketers Should Care (More) About Data Quality
There are few things in today’s world that are as pervasive as the collection and utilization of data. As a consumer, the always-on lifestyle we’ve adopted has created an oasis of information-gathering opportunities for companies that want to learn more about us. Thanks to Apple’s weekly iOS screen-time alerts, I’m fully aware of my legendary […]
Building Trust is Key in the Data Ecosystem
Truthset’s conversation with Ilana Hendlish, Chief Revenue Officer, Bridge Trust is difficult under the best circumstances; nowhere is this more true than in the data ecosystem. Over 4,000 companies globally are engaged in selling data, vying for a piece of an estimated $200B industry. For marketers, this crowded landscape is a mixed blessing; thousands of […]
Alliant Blog: Measuring Data Quality and Working with Truthset
Originally posted on February 2, 2021, by Chris Hemick, Director Product Marketing and Content at Alliant https://blog.alliantinsight.com/measuring-data-quality-with-truthset In late 2020 Alliant participated in the Q4 2020 Data Quality Truthscore release with Truthset, a data intelligence company focused exclusively on validating the accuracy of consumer data. With data buyers rightfully calling for more transparent and quality […]
Marketers, Want More Budget? Get Your Data Right
Have you ever met a marketer who didn’t wish to have more budget with which to work? I haven’t, nor would I expect any of you to have. Perhaps the linkage between a marketer’s budget and the quality of data they employ is not at first directly obvious, but I believe it is something to […]
Age is Just a (Very Important) Number for Marketers
How old are you? Once you reach a certain age, this probably isn’t a question you spend much time thinking about (unless you have an extremely meticulous bartender). It is, however, one of the most critical pieces of information that a marketer should know about each one of their consumers when constructing an effective marketing […]
It’s Time For Data-Driven Marketing to Evolve
Think fast – when was the first time you heard the phrase “data-driven-marketing?” For myself I’m guessing it was somewhere around the year 2012 or even 2013. I recall pointing out that marketing has been at least “data-informed” since probably the 1800’s or earlier. The first time some soap seller put an ad in the […]