Strategically Communicating

Kraft has a serious data quality problem:

“Kraft recently ran a campaign in which it used third-party data to target female consumers. Afterwards, it went back to find out the data overlay was 50 percent accurate. Another campaign was targeting trendy females, and it found that what made a woman ‘trendy’ was she had visited a high-end furniture store site once in the previous six months.”

It might be a good idea to double-check the supply chain for consumer classifications BEFORE the campaign starts…

Data is dangerous when in Frank Underwood’s hands (image credit).