While carrying out ad campaigns, marketers and their vendors often collect demographic, behavioral, location and purchase data about the users they serve ads to. This data can be reused by marketers to retarget ads and inform the key performance indicators they choose for ensuing campaigns. But eventually the data becomes outdated and inaccurate.
In an April survey of US marketers conducted by LoopMe and Sapio Research, about half considered data reliable to utilize in ad campaigns for one to two years. Less than one-third said data is usable after two years. On average, respondents felt data is reliable for campaign use for 1.9 years.
Part of the reason why user data becomes unreliable after a few years is because the types of ad formats and metrics that advertisers rely on changes from year to year, according to Brendan Gahan, founder of ad agency Epic Signal. Read the rest at eMarketer.