3 Ways to Know When You Are Data Obese

Author:

Tim Nichols

Source:

Moderation in almost anything in life is advised; in many cases it should be a requirement. I'm currently in Erkheim, Germany, a lovely town about 60 minutes west of Munich. Almost anyone I share this fact with is intrigued and tells me how lucky I am to be working in Europe. In many respects they are correct, except my travel schedule hasn't had any moderation as I have visited five countries in the last nine days and have had way too many work meetings. As a result, the quality of my current experience is being degraded due to an overload of what should be more enjoyable pastimes.

The key is moderation. A lot of buzz and discussion is constantly going around the ad industry about data, including behavioral data, first-party data, third-party data, contextual data, retargeting age, demographic data, remarketing data, and so forth. There are too many conversations about wanting to utilize more and more data and media planners just blindly applying one data layer on top of each other without actually analyzing the quality, consequence, overall worth, and return on investment (ROI) of the different data layers.

Below outlines three easy ways to know when you are data obese...