Data is the fuel for making all marketing stronger, better and faster, but data also can be the point where marketing efforts explode in a bad way. The dark side of data can bite marketers in a few ways. Some, in a quest for the best data, focus so much on it they never get to the marketing efforts. Others pay exorbitant prices for access only to realize fuzzier data at a lower price will be more impactful. Then, there’s the fact that most of the data in use for marketing purposes has no transparency.

The Dark Side of Data