October 24, 2018

What Percentage of Data Do Companies Worldwide Throw Away? (% of respondents, Aug 2018)


Data is from the October 2018 Digital Element "Digital Data Exhaust Report 2018" in partnership with Location Based Marketing Association (LBMA). 100 digital marketers worldwide were surveyed during July-August 2018. Respondents were primarily from LBMA's global membership and were surveyed by phone and online. Any additional responses outside of the LBMA membership were gathered through email and social media. Respondents were asked about their awareness about data exhaust and their knowledge about and use of IP data. Respondents identified their job title as business owner/founder (31%), CEO/president (14%), CMO (11%), marketing VP/director/manager (40%) or other (4%). Locations included Australia (2%), Austria (1%), Belgium (2%), Brazil (1%), Canada (11%), Colombia (1%), France (2%), Germany (5%), India (4%), Italy (1%), Japan (5%), Singapore (2%), Spain (1%), South Korea (1%), Switzerland (1%), the UK (7%) and the US (47%). Industries included advertising/marketing agency (18%), advertising/marketing technology (29%), brand (7%), data provider (12%), publisher (5%), retail (21%), other industries (7%)or respondents offered no response (1%). Data exhaust is used to describe data that companies toss out because it provides less or no value to their core business. Digital Element is a geolocation service provider and the Location Based Marketing Association (LBMA) is a community focused on advertising and marketing as it relates to location-specific opportunities.