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Digital Data Exhaust
This research was conducted over the summer of 2018 and, most interestingly, we learned that more than 50 percent of marketers are aware or concerned about the data their companies are throwing away.
Almost 30 percent of digital marketers did not know the percentage of data their companies threw away that wasn’t tied to a latitude and longitude response.
With an opportunity to use an extra 25 percent of the data they currently discard, 60 percent of respondents said it would definitely result in increased revenues.
71 percent of digital marketers ranked location data as very important: 55 percent were currently using location-based IP data, and 32 percent planned to add it in the next 12 to 18 months.
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