Among the “hundreds of different things” that a brand marketer might review in examining data assets is what Nishat Mehta, IRI’s president/media, calls “quality scale.”
“You want scale,” he proposed to the 550 registrants at the Advertising Research Foundation (ARF)’s 2019 AUDIENCExSCIENCE conference.
“You want quality,” Mehta added.
And, in fact, “you want as much of both as you can get.”
In a marketing universe where the goal of mass marketing on a one-to-one basis seems like a constant challenge, quantity is never lacking. But sometimes quality can fall short.
“In the consumer packaged-goods [CPG] world,” Mehta related, “we work...