When It Comes to Data-Driven Campaigns, Marketers Are Demanding More
Data is the lifeblood of successful digital campaigns today and its use is nearly ubiquitous across major brands and agency partners. In fact, The Economist recently compared the value of data to that of oil.
But here’s the tricky thing: While everyone seems to be using data, very few marketers are fully confident in the transparency of their data partners. Moreover, many of them do not understand the origins of the segments they target.
These findings were revealed as part of a comprehensive research project fielded by Bazaarvoice Advertising in partnership with Ad Age. Through 300+ interviews with mid- to senior-level brand marketers, agency buyers, and media, we explored how digital marketers are viewing the impact and credibility of their data partnerships.
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