It’s widely reported that advertisers fall victim to theft of their marketing budgets by various forms of fraud and bad actors in the advertising industry on a regular basis. Earlier this year, Oracle Data Cloud SVP and GM Omar Tawakol wrote about the peril of “reputation mining,” a practice where data purveyors leverage trusted reputations and partnerships to disguise and peddle low-quality data assets.
While these trends and bad actors conspire to steal your marketing budget, you can actively protect your investment by testing your data and doing your homework. Here are three ways to keep your data dollars safe:
1. Measure the quality of the data itself.
In our opinion, the best way to do this is to connect ad and data quality to business outcomes in the form of sales lift. Does a particular ad campaign actually cause sales to increase? Knowing the answer to this business outcome will help marketers expose quality issues.
2. Demand transparency in your data sources.
Reputable data providers should disclose the source and collection methodology that they use to gather their data. For example If the source promises people who are in the market for travel, the data should include only people who have searched for flights, hotels, and car rentals on top online travel sites in the last 30 days. Check out the Oracle Data Cloud Directory, which features all of our data partners. In addition to data types, each page cites sources and collection methodologies.
3. Confirm that your measurement analytics are reliable and trustworthy. One way to do this, is to make sure that your ad performance measurements are analyzed by a different company than the one providing your source of media. This separation prevents the entity paying for the measurement study from pressuring the measurement company to produce only positive results.
We hope that following these three tips will help you be even more confident about your next data-driven campaign.