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

Data & Measurement
Written By Eleanor Semeraro

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.

Eleanor Semeraro

Eleanor is an entertainment analyst and marketing strategist with a passion for all things TV and social media. She’s a regular TV[R]EV contributor and consults for small businesses within the advertising and entertainment data analytics ecosystem.

Previous

Political CTV Ad Campaigns Are Cranking Ahead of Midterms
Next

With Ads, Price Hikes, Apple Starts To Run Its Hobby Like A Business