BlueKai Offers New Methodology For Ensuring Data Accuracy

CUPERTINO, Calif., May 16, 2013 /PRNewswire/ -- BlueKai, the only end-to-end SaaS solution for data management, analysis and activation, today announced a new methodology designed to provide brands and marketers with qualified third party data through a consensus approach to audience validation.  By letting a cross-section of public data providers judge data as opposed to a single entity, BlueKai's methodology offers a more transparent and accurate approach to assessing the quality of data segments.

BlueKai will be deploying this new methodology in various phases with the first installment being applied to the validation of demographic data across the company's data offering.  Immediately available are BlueKai Premium Demographic categories for gender. Age groups and Household Income categories will be available before the end of June.

"In a world of limitless audience data, marketers have been clamoring for a more viable way to ensure they are targeting the right audiences," said Pieter De Temmerman, SVP of Exchange and Global Business at BlueKai.  "We feel that the single-expert methodology is a flawed approach.  There is far too much data across the digital landscape for one data provider or company to be the unchecked arbiter.  We see consensus across a diverse group of data experts as the best way to validate audience quality and accuracy."

BlueKai's methodology for data validation works as follows:

• "Consensus" testing was run across BlueKai's publicly available branded data and unbranded 3^rd party data to understand where data sources agreed on the demographic profile of a user's cookie.
• Attributes are assigned as medium or high confidence depending on how many data sources  concur and only in the case where there is no conflicting opinion. 
• Premium Demographic segments are tested regularly to continue to meet the specified standard of excellence in data quality.

"Audience data validation is definitely an industry challenge and V12 Group supports BlueKai's new approach to surfacing valuable signals that is concurred across a large ecosystem of data experts," says Kelly Leger SVP/GM of V12 Group Digital Solutions.  "This is going to be a true value-add to marketers and publishers who are tapping into demographic targeting today." 

About BlueKai

BlueKai is the world's first and only complete enterprise data activation solution for intelligent marketing.  BlueKai offers its customers a system for managing and activating all their 1st, 2nd and 3rd party data in all marketing and customer engagements.  BlueKai represents the only end-to-end SaaS solution for marketers and publishers looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency using data.  BlueKai leads the data-driven marketing space with the industry's first, and most advanced, Data Management Platform as well as the industry's first, and most well-connected, Data Exchange.  BlueKai currently works with thousands of companies and is currently trusted by almost half the Fortune 30 brands to activate their data.  In 2013 BlueKai was named to Forbes "50 Most Promising US Companies" list as well as Fast Company's "10 Most Innovative Global Companies in Big Data".

SOURCE BlueKai