CASE4Quality

CASE's mission is to ensure objective and auditable measures of data quality for marketing intelligence. Established in 2016, CASE facilitates ongoing and candid dialog between brands and C-level thought-leaders and practitioners from top-tier agencies, providers and industry associations. Through these interactive discussions and work sessions, CASE helps to create transparency and accountability, and ensure integrity, across the research and insights supply chain. As data providers are faced with the challenge of providing faster and cheaper insights to marketers, there are often undisclosed trade-offs in quality. These trade-offs, including those due to lack of expertise, are impacting the validity and reliability of findings. In addition, there are rising concerns with fraud, as issues such as survey bots and click farms become increasingly sophisticated. Understanding and addressing the current challenges in data quality enables marketing and insights professionals to have more knowledgeable and meaningful dialogue with partners. In addition, it enables them to more accurately assess provider capabilities to support the vendor selection process and ensure a quality foundation for marketing decision-making.