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Data Pollution

Research Findings: The Ill Effects of Data Pollution Are Skyrocketing in Marketing Organizations

Over the past decade, marketers have embraced the concept of “Big Data.” Unfortunately, they’ve found that bigger is not always better—not if size comes without the requisite level of control, that is. As a result of the recent uninhibited data land grab, today’s marketers are being forced to confront an inconvenient truth of their own: data pollution. According to a recent Forrester Consulting study, commissioned by Infogroup, “Marketers Need To Confront The Inconvenient Truth Of Data Pollution,” the vast majority of…