Emodo Blog

Before You Greenlight That Next Big Campaign: The Veiled Truth About Targeting Data

Emodo Institute - 1/22/19 6:07 PM

These days, almost every forward-thinking marketing initiative is based on an assumption that the targeting data is solid, proven and readily available. It’s certainly available (in abundance). However, it isn’t always solid, and it’s almost never proven. 

The science behind targeting data is unlike any other. It's unregulated, opaque and routinely inaccurate. In his recent article on, Alistair Goodman, GM of Ericsson Emodo, reveals the reasons behind the veiled nature of data science and provides guidance for protecting your data-centric marketing investments...

The marketing data industry has quickly grown into a $20 billion market composed of hundreds of companies, most of which gather, shape and sell consumer targeting data to brands and their agencies. However, very few of those data vendors take steps to ensure or disclose any level of quality. There’s no methodological disclosure, no quality standard and no way to know whether, or to what degree, the flawed data is negatively affecting campaign results.

Data science is veiled science, and it’s likely to stay that way. It's veiled for a number of reasons — and none of them are good for data buyers, marketers or the marketing industry as a whole:

1. No Accountability

Marketers are eager to reach consumers with advanced data-driven strategies. In the current environment of change, exuberance and experimentation, the appeal of new capabilities tends to outweigh the demand for accountability — execute now; ask questions later. 

2. Methodological Weakness

The current lack of accountability perpetuates a window of safety for vendors, some of which have real weaknesses in terms of their data-processing methodologies...

Read the Full Article on


Alistair Goodman is General Manager of Emodo, the data activation and monetization wing of Ericsson. He is also a member of the Forbes Technology Council.


Topics: Industry trends- Mobile Advertising- Mobile Measurement- Location Data Management- Research- Programmatic

Emodo Institute

Emodo Institute

The Emodo Institute is wholly focused on the research, education and resolution of the mobile data concerns that challenge the effectiveness of mobile advertising. Through the application of data science, analysis and mobile marketing expertise, we push location data issues out of the shadows and toward a resolution. Our team conducts studies, publishes papers, and teaches courses to help media buyers, sellers, and solution providers master and apply practices that dramatically improve data accuracy.

Previous Post

The Transparency Trap: In the Data Market ‘Transparency’ Standards are Low

Next Post

4 Common Location Targeting Myths


Subscribe to get the latest news

Get regular updates on new blog posts, case studies and research studies.

Subscribe to Email Updates

100% Privacy. No Spam.