“There’s a lot of hidden work involved in data integration that’s essential for future-proofing the value of marketing data. Data needs are constantly evolving, and tasks like updating models, re-transforming data, and fixing quality issues can become major blockers”

Adverity’s Data Quality Suite enables marketing and analytics teams to quickly identify and resolve potential data quality issues — vastly improving troubleshooting efficiency — adhere to their own best practices, and ensure that reliable, actionable insights are delivered before they reach critical stakeholders, including the C-suite.

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“There’s a lot of hidden work involved in data integration that’s essential for future-proofing the value of marketing data. Data needs are constantly evolving, and tasks like updating models, re-transforming data, and fixing quality issues can become major blockers,” Alexander Igelsböck, CEO at Adverity, explains.

“With the ongoing changes in the measurement landscape and new opportunities to leverage AI, it’s more important than ever to provide customers with a platform that simplifies these processes, gives them autonomy, and drives consistent data accuracy. Checking the validity of data before it passes downstream is crucial and minimizes the risk of unwittingly steering marketing performance with unreliable data.”

Specifically, Adverity’s Data Quality Suite introduces three key features:

• Universal Monitors: AI-powered automated data monitoring to ensure data is up to date, without duplicates or missing data.
• Custom Monitors: Monitors that validate data against a company’s own set of data best practices or requirements, such as ensuring mandatory fields are used, or that correct formatting, naming conventions, or list of values are applied.
• Data Quality Overview Page: provides a full picture of all monitoring activity and the overall health of a company’s data in order to easily identify areas of improvement.

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With the Data Quality Suite, Adverity reinforces its commitment to ensuring a robust data foundation for its customers. Unlike traditional reporting, where annotations or caveats can be applied, data models require the highest quality inputs to generate accurate insights. Adverity simplifies this process, enabling businesses to confidently leverage their data for successful marketing initiatives.

With the addition of AI-powered transformation capabilities and features that streamline the scaling of marketing data operations, Adverity’s customers can reduce the hidden workloads that arise from maintaining data quality. This leaves teams free to focus on leveraging their data to drive continuous innovation and growth.