Truthset Study Reveals Major Data Inaccuracies, Opportunities For Improvement

A new study from Truthset, in partnership with the Coalition for Innovative Media Measurement (CIMM) revealed major findings around data accuracy – or lack thereof – that impacts billions of dollars in marketing spend.

• The study found large-scale accuracy variations for matches between email addresses and household postal addresses across the data industry, ranging from 32% up to 69% – a reflection of different data capture processes and update rules.
• But there are opportunities for improvement. For example, the report analyzes the average CPG campaign, demonstrating how these advertisers could improve its returns from $1.08 to $1.54 per dollar invested, by improving the quality of the identity data and match rates utilized in support of the campaign.
• Truthset ingested data from 15 leading data companies, consisting of more than 3.9 billion hashed emails (HEMs) and postal linkages from every zip code in America. Truthset then validated the information against the U.S. Census Bureau, Pew Research Center, and a variety of other independent, self-reported, and declared data from more than 20 million records for the period 2005-2023.