DMA: Data and Marketing Association
Consumer Help

Data Quality Labeling – Improves Marketing Results


The development of Data Quality Labeling Standards, is needed to ensure all businesses understand the source ingredients and marketing value of their identity data.

A select group of innovative companies has come together within DMA’s Structured Innovation program to deliver tools which will educate more companies about today’s leading-edge data and marketing practices. For too many marketers, their use of identity and attribution technologies is restricted by their ability to understand complex concepts and definitions. The tools in development through the Identity Leadership Council are designed to expand the knowledge and adoption of the identity and attribution technologies critical to success in the modern marketing ecosystem. The Identity Council’s Data Quality Labeling Standards will be developed in partnership with The Advertising Research Foundation (ARF) and Coalition for Innovative Media Measurement (CIMM) - two of the media industry's leading data quality authorities. This initiative enables the data services community to provide marketers and agencies with the insights they need to be assured that the data they are using is accurate, reliable and of the highest quality.

This webinar will discuss the following key issues

  • Inconsistent data negatively impacts marketing effectiveness and customer experience
  • A lack of Data Standards allows “bad actors” to infiltrate and co-opt the responsible use of data
  • Data Standards will elevate the quality of data providers an in turn the security and privacy of consumer data

Current Identity Council members include: LiveRamp, Neustar, Oracle Data Cloud.

Companies interested in participating on DMA’s Structured Innovation Identity Leadership Council can contact identity@thedma.org.



Neil O'Keefe

SVP, Content & Marketing
Data & Marketing Association

Neil O’Keefe is the Data & Marketing Association’s SVP of Marketing & Content. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, and Education. As a senior executive on the DMA Leadership Team, O’Keefe leads the association’s strategy of modernizing the CRM and digital infrastructure. O’Keefe is also responsible for the reinvigoration of DMA’s communities and DMA’s Marketing Education Program, which delivers certifications in multiple marketing concentrations to a global audience. He also serves as Co-Executive of DMA’s Data-Driven Marketing Institute.


David Kohl

Morgan Digital Ventures

David Kohl is a media and entertainment industry consultant who drives growth for digital businesses. David was formerly Ernst & Young’s Advertising Sector Leader, and prior to that, was on the leadership team of PwC’s Entertainment, Media and Communications Advisory Practice.

David helps M&E companies of all sizes take growth strategy from concept to commercial reality. He has a proven track record of driving quantifiable business and operations performance improvement with some of the largest cable and broadcast networks, global advertising agencies and emerging-growth digital media companies. David is a hands-on leader that makes strategy real across the organization and into the market.

The Data & Marketing Association's Identity Council is solving the industry's most pressing challenges
Learn More

Login To Your Account