Marketing Evolution, provider of powerful marketing measurement and optimization solutions, announced enhancements to its Marketing Measurement and Attribution Platform, empowering marketers with an automated data pipeline. The new, first-of-its-kind data assurance process addresses the growing issue of bad data quality in marketing, a leading contributor to wasted media spend and overall marketing budget.
Marketing Evolution is the first marketing measurement solution to incorporate an extensive process for assessing and validating data quality into its standard product, from data arrival to ingestion and consumption, covering representativeness analysis and anomaly analysis. This capability speaks directly to a recent study conducted by Forrester Consulting that found that 65 percent of marketers are concerned about the quality of their data, and in other industry research, more than 60 percent of marketers identified ‘improving marketing data quality’ as a strategic priority, and 44 percent said improving marketing data quality is a struggle to achieve. Data quality assurance is one of the core pillars in Marketing Evolution’s product design and development.
“Marketing measurement is complex business, but bad data quality renders it useless, with organizations reporting an average of $15 million per year in losses as a result. It’s an enduring problem that many marketers and marketing technology companies struggle to solve,” said Marketing Evolution CEO, Rex Briggs. “Marketing Evolution now solves this critical problem in a manner that is virtually effortless for companies to implement. We’ve made it simple, and what’s more, we’ve made fully automated, 24/7 data quality table stakes. Businesses can see the time savings; marketers can trust and verify their data quality. We are pleased to be setting the standard for how the industry needs to evolve.”
Key questions the Data Quality Assurance process verifies:
Has your data arrived in the correct format and in a timely manner?
Is the data representative of the true business and the consumers that the business aims to influence?
Does the data reveal the customer journey and allow marketers to examine converting paths to extract insights about media’s role in that journey?
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Benefits of the Data Quality Assurance product enhancements include:
Reduces waste in media spend
Greater understanding of consumer reaction to media exposure and campaign tactics
Ensures analysis and insights are based on quality data that is accurate and precise, and from the targeted audience
“At Marketing Evolution, we are dedicated to providing marketers with the tools they need to derive maximum ROI from their efforts. Solving data quality concerns is a game-changer, and helps them meet their strategic objectives,” said Marketing Evolution’s Chief Technology and Data Officer, Michael Cohen. “Moving forward, our roadmap includes incorporating new features addressing this and other challenges within the complex marketing measurement ecosystem.”