Transparency Zone

Not All Models are Equal: Validating Audience Segments

Monday October 8th, 2018 • 3:15 pm - 4:00 pm • Grand Ballroom

In an era where data is driving the majority of marketing decisions and where marketers are investing millions in targetable audience segments, data buyers need to know that the segment data they are buying will actually make a difference.

In this fifth session Council for Data Integrity discussion, you’ll learn how to go about validating that the segment you have purchased is sufficiently representative of the segment title. You’ll learn what questions to ask and where to look to evaluate how much better your audience segment is than buying no segment at all.