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 Forbes.com, 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