Merkle: From Big Data To Sustainable Data: Achieving Better Outcomes With Less

The research team at Captify have gathered useful content from industry members that can help brands get powered up with all things cookieless. This spotlight is from our friends at Merkle.

This report evaluates the positive effects of more sustainable data on brands and consumers—a shift from the quantity of recorded data to the quality of the data captured.

Takeaways:

• Abandoning the ‘gather everything’ data approach and focusing on the right data, depending on organizational needs, priorities and strategies will help establish trust with consumers and support better strategic planning
• Starting from a strategic, data-driven foundation will allow brands to identify actions and extract maximum value from sustainable data
• Brands must not be fearful of stopping ineffective data practices where they exist—by evaluating why the organization is collecting data and focus on quality data to achieve KPIs

Download the report here