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Demystifying Online Data: How to Dodge Fraud and Evaluate Data Partners
September 19 @ 11:30 am - 1:00 pm
Third-party data has a mixed reputation these days, thanks to unscrupulous data vendors and high-profile cases of privacy breaches and data fraud. However, third-party data is also a necessity if you want to run customer acquisition campaigns and complete your view of your own customers. The question is, how do you tell the good from the bad in one of marketing’s most opaque spaces?
Ajay Gupta will guide you through simple and tested methods you can use to evaluate data and technology by separating fact from fiction to make sure your data-driven marketing efforts are as effective as possible while protecting your brand and customers.
1) Learn how to evaluate the quality of third-party data sources used for analytics, first-party data appends, segmentation, triggers and other business rules and applications across digital channels
2) Understand how to spot and isolate suspect data – and fraud – infecting the marketing mix, and protect against their use;
3) Examine the unique sourcing and maintenance requirements of innovative new datasets, including social and intent data.
AJAY GUPTA, CEO, STIRISTA
Ajay Gupta has served as CEO of Stirista, since founding the company in 2010 at age 26. Stirista won the best retail campaign award in 2017 and was named the 8th fastest growing agency in 2018. It is also on the Inc 5000 list for fastest growing companies in 2018. Without accepting external funding, Ajay has overseen the data-driven, marketing services company’s rapid year-to-year financial growth as it has progressed from 2 employees, working out of an apartment, to a 41-person team spanning three continents. Ajay holds a bachelor’s degree in financial economics and creative writing with a mathematics minor from St. Lawrence University, as well as an MFA in creative writing from Texas State University. He has been named to the San Antonio Business Journal’s 40 Under 40 list and received Marketing Edge’s ‘Rising Stars’ award.