Lucid Creates Data Quality Measurement Model

 Ted McConnell

Ted McConnell

August 20, 2018 - Laurie Sullivan of MediaPost, writes: Lucid researchers and scientists have created a data measurement model that the company’s Senior Vice President Ted McConnell [pictured] and President Brett Schnittlich believe will change how marketers think about and rate the quality of data.

The model analyzes “attribute density” in a new way to identify the type of consumers the campaign reaches, and then measure the return on investment on those people who buy a product or service. “There’s probably a million data segments, so we cannot measure them all overnight,” McConnell said. “But we think that if data’s the problem, data quality is the next frontier of marketing.”

Data Score, the platform’s working name, begins with insight, intent and opinion data collected from people who have opted in and got paid to share their opinion, so the data model seems sheltered from any privacy legislation that might come down the pike, globally, such as GDPR and the California Privacy Act. More...