“The Sell Sider” is a column written for the sell side of the digital media community.
Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant.
Today’s modeled data at scale is evolving rapidly, due to legal and technical limitations.
It is frequently misrepresented and mis-sold, but there would be no need for ambiguous sales tactics if modeled data was used as it was intended. Marketers shouldn’t leverage modeled data for targeting, for example, and expect to only engage with a segment of male users, when in reality they are reaching a segment of users with a higher probability of being male than an untargeted audience.
Besides a better-informed sales pitch, is modeled data good data? It depends on several factors, including the type of data and its source, as well as how it is used and implemented in an advertising and marketing context.
Quality modeled data is extremely difficult to produce. I once worked for a market research company that produced several different data products. My team took traditional research assets and products – including consumer panels across dozens of countries – and connected them to digital advertising and marketing ecosystems for activation, such as targeting, personalization and reporting.
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