For Some TV marketers Third Party Data Can Be Wrong -- A Lot Of The Time

Third party data for TV direct marketer and infomercial proponent Guthy-Renker isn't all that good -- some times 50% wrong.

"Third party data is an interesting challenge," says Colette Dill-Lerner, vp of internet marketing of Guthy-Renker, speaking at the OMMA Data & Targeting event. "Discrepancy can beipretty dramatic... We look at data files where 50% of the gender is wrong. We used we use third party data to augment our buys."

But Dill-Lerner is not all that convinced. "We are not 100% sure where we are going to use it." She adds:"Big data is not really big to us. It's how we move our company forward." 

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