Bigger isn’t always better.
When it comes to marketing data, the industry trend leans towards aggregating more and more data, whether it is then used efficiently or not.
A few years ago, the same thing happened with email. The goal was to amass as many new email addresses as possible.
Now, everyone has gravitated towards better data and bigger data sets. The “better” part is definitely a step in the right direction, but is the “bigger” part?
In a recent interview, Neil Glass, Senior VP at IDG, explained while appropriate scaling of marketing data is important, there are two other areas to consider with data collection that are more important than just the size of the database.
Those two areas are data transparency and data usage. Or to put it more simply: where is it coming from and where is it going?