Are we still drowning in data to get all we know about audiences?

Speaking at OMMA Audience Targeting, George Musi, senior partner, director of analytics, insights and attribution for Mindshare, said that for many people collecting huge volumes of data can make "people extremely scary.”

Musi says it's a puzzle. But a brand might not need all of that data. "It can put you further down the rabbit hole."
It's a question about what a marketer's needs. He adds that: “75% gets me a clarity picture? Sure. Maybe 80%... Fundamentals are important, then it's an additive process."

"Drowning suggests that we are trying to swim," says Claudia Perlich, chief scientist of Dstillery. "My sense is that companies fail to use the data they already have."

"It's not the size of the data that is an issue," says Karima Zmerli, vp of digital data, Merkle. "We have systems; we have technology to handle the data. The issue is understanding, knowing and experience of working with the data."