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Data Chief At L’Oréal Complains Of Poor Data Quality For Analytics

December 7, 2017: 12:00 AM EST
L’Oréal’s data acquisition head told a recent IAB conference that her company is struggling to find useable consumer profile data for measurement and attribution analytics. Data for media activities is much easier to locate and obtain. But brands need to test new data sources – like the direct data available to e-commerce and retail sites – that can be used in analytics. Aruna Paramasivam [left] said activation in programmatic requires at least one million consumers per segment on the open market, and that’s not easy to come by. “It’s frustrating for us because the attribution and measurement decisions right now don’t have the granularity and data quality we’d like.”  [Image Credit: © IAB ]
Louise Prance Miles, "L’Oreal Head of Data: ‘Testing New Data Sources to Stay Current is Critical’", Global Cosmetic News, December 07, 2017, © Global Cosmetic Media Limited
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