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Contrary to conventional wisdom, marketers are still very much interested in purchasing and using demographic data to reach consumers. Concerns about the quality of the data available, however, are preventing them from using more.
Ninety percent of marketers who purchase demographic data said they would use more if they had more confidence in the accuracy of it, according to a new study commissioned by the data management platform Lotame.
Data accuracy was identified in the study as the most important factor among survey respondents who purchased demographic data.