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Data Transparency

Tableau and U.S. Census Launch 2020 Census Response Rate Data Map

2020 Census Using Tableau Public Analytics to Mobilize Participation, Improve Customer Experience and Provide Data Transparency In recognition of Census Day, Tableau Software, the leading analytics platform, is announcing the recent launch of the U.S. Census Bureau's 2020 Response Rate Map, which leverages Tableau Public to provide a vital and transformative tool to help city, county and state officials mobilize residents to respond to the Census. Open data efforts like these are more important than ever because they give…

Beyond the Data Label: The Next Phase of Data Assessment

Data-driven Marketing is based on the idea that data provides marketers with a much clearer understanding of their consumer segments and thus, more efficient advertising when reaching these segments. While this remains the central concept, difficulties abound, including the fact that data sellers aren’t always aligned with marketer goals, and marketers aren’t always sure about what they’re buying. This past summer, the IAB Tech Lab launched a much-needed transparency initiative in the form of its Data Transparency…

New Research Suggests Data Transparency Can Have Significant Positive Impact for Brands

A new global study from ESOMAR and HERE Technologies, along with research partners BuzzBack Research, and Cint, shows that transparency around consumer data collection brands can potentially have a significant impact on both consumer trust and sales. The study, which surveyed over 10,000 consumers in 10 markets, found that 38% of consumers in the US would be far more likely to trust companies they know handle their personal data as they should. While 41% stated they would be more likely to buy products or services, or use…

4 Ways Marketers Can Ensure They Learn The Right Lessons From Data

In this digital age, marketers have more data to work with than ever before. But actually deriving meaningful insights from that data and converting those insights into action is easier said than done. Often, the problem is that, with so much data at their disposal, marketers are confused about where they should direct their attention. “Focusing on the wrong data is nearly as bad as having no data,” says Scott East, co-author of The Cuttlefish Marketer: The Five Essential Traits of the Modern Marketer. But,…

Better Advertising Experiences Start with Data Transparency

In 2019, brands are demanding more accountability from their agency partners, with 45% of marketers already taking some or all their media-buying plans in house as of last year. As programmatic becomes further ingrained as the predominant ad placement solution, advertisers are in-housing this technology to gain greater control and management of data, targeting, performance, and ad spend – to name a few benefits. Programmatic currently accounts for more than 80% of digital ad spend, but to drive meaningful engagement and…

Conquering Data Veracity and Privacy Concerns with Blockchain Technology

Transparency – this one word has given rise to multiple concerns for brands who are simply looking to develop and launch campaigns that resonate with consumers. Brands need to be more clear with consumers about utilization of data for a greater customer experience but transparency also helps to ensure data veracity surrounding campaign reach and spend,  which helps mitigate ad fraud. To overcome data transparency and veracity concerns, brands are taking a new approach to digital marketing by leveraging incentivized social…

GDPR Deadline Will Open the Door for Data Transparency

GDPR Noncompliance and Failure to Manage Data Transparency Poses a Real Threat to a Brand’s Credibility The topic of GDPR has been buzzing in boardrooms and in the back of minds for more than two years, but the May 25 deadline won’t silence the noise. It will only cause it to grow louder, as noncompliant companies are whacked by hefty fines – up to four percent of annual global turnover or 20 million Euros (whichever is greater). Beyond that, noncompliance poses a real threat to a brand’s credibility. According to the…