More misses than hits as bad data drives wrong advertising strategies

More misses than hits as bad data drives wrong advertising strategies
Peter Weinberg and Jon Lombardo, global leads at LinkedIn’s B2B Institute

Marketers using digital consumer profiles based on online browsing records often fail to reach the right people

Jon Lombardo got quite a shock when he finally researched his own online portfolio. Attempting to check the personalised information marketers use to target customers online, he discovered his was somewhat inaccurate. “I found out I was a woman with three kids who drives a Subaru. I’m a man, I don’t have any kids and I’ve never owned a car,” he said.

Lombardo is global co-lead at LinkedIn’s B2B Institute, a think-tank...

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