Decision Tool

Data Deprecation Risk Tool For Paid Media Measurement

Determine Your Risk Level In An Ever-Changing Data Landscape

September 29th, 2022
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
Melissa Bongarzone, Researcher
Melissa Bongarzone Researcher
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Emily Collins , Joanna O'Connell , Benjamin Nagle , Andrew Pelletier

Summary

Data deprecation forces marketers to rethink how they collect and infer customer data, pivot their targeting strategies, and redefine how they measure their marketing programs. It’s difficult to keep pace with evolving data access restrictions and impending legislation, and B2C marketers have been slow to adapt their measurement approaches accordingly. This tool provides a risk assessment for the data that marketers currently use to measure their marketing efforts and provides recommendations to mitigate the impacts of data deprecation.

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