Marketers Throw Away Too Much Data: Digital Element Report

And since we’re on the topic, marketers also feel they’re throwing away a good portion of the data they do collect, says geolocation data provider Digital Elements. More than half felt they could increase revenues if they could use an extra 25% of the data they currently throw away. Most of the study focuses on IP location data, which 71% said was very important but just 39% are using fully.