Commentary

Lack Of Data About Data Drives Opportunity

Richard Frankel, president, Rocket Fuel, argues there won’t be a standard for evaluating the value of data any time soon because the very lack of marketplace information around data creates opportunity for smart people to exploit. Even the sellers of data have little understanding of the data they’re offering, he observed, speaking on a panel at OMMA Data-Driven Marketing. Rocket Fuel and other companies on the panel like Experian, DataXu and Sapient have different approaches to assessing and applying data, and they don’t share them with each other because they’re in competition.

 

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