DMEXCO 2015: Dmexco 2015: Not All Data Is Equally Valuable

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Not all data is created equal. Different marketing functions need different data. And what will data from the internet of things mean for marketing?

These were the key points raised by the Dmexco 2015 Data Debate; The Role of Data in the Attention Economy. With the amount of data available to them exploding, marketers need to be selective. According to Tony Zito, CEO, of digital marketing company Rakuten Marketing, only five percent of data is actually usable. He argued that data needs to be actionable, with recency and its real time nature the most important attributes.

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Author : Susanne Richter


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