Advertising News

A Data Quality Strategy: On Everyone’s Wish List

Headshot of Chet Dalzell
By Chet Dalzell

There’s a granddaddy in AdTech that all too often gets lost in our fascination with what’s new — to everyone’s peril: data quality (DQ).

One would think when Big Data comes together with contact data; when offline and online data are integrated; when algorithm performance and CMO dashboards and marketing automation triggers all become vitally important; when unstructured meets structured information in the customer file; when customer centricity, preference and engagement become priority; and when we hold up the marketing databases as the center of customer truth, that DQ would demand its rightful place atop enterprise and brand investment.

Well,

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Chet Dalzell

Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

Recommended articles