Why Marketers Need to Focus on Data Quality, Not Quantity

Data overload may only exist in its current form for a relatively short period, and the crest of the wave of data availability may already be receding. Ad blocker usage is at its highest rate ever in 2024, data privacy laws are being adopted state by state in the U.S., and consumers trust marketers to use their data responsibly less and less—a staggering 60% of consumers believe companies are misusing their data. It is thus more important than ever to resist the pull toward data overload and cleverly employ feature selection techniques to build smart, responsible, and effective models for our clients.