Lotame commissioned an independent media research company to conduct a survey with 300 brand marketers on audience data quality to uncover key trends, behaviors, concerns and decisions being made around purchasing and/or using audience data. A few survey findings include:
Nearly 100% of marketers view audience data as valuable
42% of marketers purchase demographic (age, gender) data
While 84% of marketers prioritize accuracy, only 20% are very confident in data accuracy
25% of marketers would pay 10% or more for their data if it was higher quality
View the full research report for data quality challenges, quality-control practices, and more.
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