Data, the cliche goes, is the new oil of the digital economy. But Truth{set} co-founder and CEO Scott McKinley wants to know: “Why does no one care about the quality of that fuel?”

That’s an issue McKinley saw in his seven years as an executive at Nielsen, where he said he realized that most marketing data products are “all built on massive error.” As evidence, he pointed to recent studies showing that bad data leads marketers to waste 21 cents of every dollar, and that in many cases, consumer data is “similar to or even worse than what you’d get if you used random chance to create a target list.

McKinley argued, “You wouldn’t drive a car to a gas station where there’s no octane

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