IDG Contributor Network: How to assess whether your data is worth the dollars

Marketers will preach the important role data plays in marketing, but no one really talks about the value of the data. Data-driven buys can cost more, and digital advertisers could be left paying for calls to ad servers and to use better tracking. The costs add up, and they don’t always even out. So how can you tell if the data needed for advertising is worth the dollars spent on getting it? You have to test it of course.Start out by considering the budget you have and what you need t