Higher Campaign Performance Gained From Certified And Verified Data, Testing Finds

Eyeota, a Dun & Bradstreet, on Tuesday will release the results of a new campaign test as a part of its dual certification from independent data verification platform Neutronian, and IAB Tech Lab.

The achievement of these certifications demonstrates the objective value that Neutronian and IAB Tech Lab have recognized in the company’s data quality, transparency, and collection procedures.

Jennifer Laing, vice president of operations at Causal IQ, a programmatic solution provider, believes it is very important to work with the correct data, from quality and transparency to performance and security.

“You’re not going to buy data that doesn’t work for the campaign, so I was very excited about this project,” she said. “We could prove performing segments, but also use Neutronian-certified segments. I wasn’t skeptical, but I was curious to see the results.”

Laing said the tests helped Causal IQ look at data differently. Within the first three to four weeks, it was clear which would perform better.

Neutronian facilitated a series of campaign tests that analyzed certified against non-certified data during the fourth quarter of 2022. The three companies started working together about a year ago.

In collaboration with programmatic solutions provider Causal IQ, Eyeota’s campaign A/B-tested segments demonstrated its certified privacy-first data outperforms non-certified data across several performance metrics.

“There a lot of nuances to the data space,” said Kristina Prokop, CEO and co-founder at Eyeota.

Dun & Bradstreet, a global provider of business decisioning data and analytics, acquired Eyeota in November 2021. “It is modeled -- how long can someone be in a segment, and what type of data sources was it collected from. If the brand doesn’t know what they are targeting, it doesn’t help them with any sort of learnings or ideal audiences,” Prokop said.

Relying on certified data rather than non-certified data makes a huge difference because of the quality of sources, the privacy standards, the collection methods, the clear labeling of data, and much more.

Eyeota segments delivered an 86% on video completion rate in the travel category vs. 76% for non-certified segments. In the B2B telco space, Eyeota segments delivered a $.55 cost per acquisition (CPA) vs. $5.00 for non-certified segments.

“The campaign results are the last piece to underline the value of applying high-quality data and the impact on campaign results,” Prokop said. “It comes down to understanding data quality drives performance.”

The Neutronian certification and audit process is an in-depth review of a company’s data quality and privacy practices that explores consent and compliance, sourcing transparency, dataset characteristics, methodology, processing, and performance.

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