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May 4, 2018

GDPR Forces New Attention to Data Quality

DMA, ARF and CIMM Working on Standard Label for Data Quality

Data & Marketing Association

Here’s a peculiar item: three industry groups have formed an initiative to create “quality label” for marketing data, similar to the nutrition labels on food packages. Participants include the Data & Marketing Association (DMA), The Advertising Research Foundation (ARF) and The Coalition for Innovative Media Measurement (CIMM), plus 15 big compilers and users of marketing data. The label would disclose source, collection, recency, and “compliance signals” with industry and legal standards. Presumably the underlying motivation is to ease concerns about liability for using data that violates GDPR.

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Marketers Pressing Data Suppliers to Prove GDPR Compliance: DigiDay


Indeed, the looming GDPR deadline has concentrated the minds of advertisers on data quality. DigiDay reports advertisers and agencies are demanding proof that data was acquired in GDPR-compliant fashion. The net result may be to remove marginal data sources from the marketplace (good) and to increase the power of data gathering giants like Google and Facebook (maybe not so good).

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Good Data Management Pays Off: Forrester Study for D&B

Dun & Bradstreet

I’ll spare you yet another survey on lack of preparation for GDPR and instead point to this Forrester study, done for Dun & Bradstreet, reminding us why collecting data is worth the trouble. Forrester rated respondents on data management maturity and found leaders are roughly twice as successful as laggards at uncovering new business opportunities, personalizing customer experience, measuring campaign results, and buying the right technology. Leaders also outperformed laggards at improving metrics ranging from sales cycle speed to customer lifetime value. You get the idea: good data pays.

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