Marketing data. It’s a $20 billion industry composed of hundreds of companies, most of which gather, shape and sell consumer targeting data to brands and agencies. Very few of those companies, however, take steps to ensure or disclose any level of quality. There’s no methodological disclosure, no quality standard and no way to know how the flawed data may be negatively affecting campaign results. While it’s certainly available in abundance, it isn’t always solid, and it’s almost never proven.

In other industries, scientists reveal details and methodologies in academic journals, for peers to review and critique. That’s not the c