In Big Data, It’s Hard To Tell Who’s Home

A recent analysis from Truthset revealed that family demographics, including marital status and whether or not children reside in a household, is often incorrect within big data sets.

• Only 40% of data sets accurately indicated the presence of children.
• While overall marital status is correct 63% of the time, “single” responses present accurately just 22% of the time.
• For a CPG brand running a $2 million TV ad campaign targeted at families on cable, that could mean as much as $1.2 million in wasted spend.