Most marketers would agree that we now live in an era of data-driven marketing. But when much of the data used to power data-driven marketing comes with vested interests in the form of media vendors or internal departments, there is the potential ‘data-driven learnings’ to deliver self-serving conclusions that do not benefit the brand doing the marketing. This article explores the data being used and its biases, the incentives that create further bias, and what brands can do to navigate this complex subject in a way that gives more accurate and realistic data-led findings.
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