Marketers leverage data attributes on consumers related to household purchases, demographics, interests, and self-reported information to better understand consumers and acquire and attract new prospects. As brand stewards, it’s imperative to ensure that the third-party data is qualified, properly sourced and relevant. For example, if you’re a brand in the travel industry trying to increase awareness of your new cruise ship offerings, you might look at a segment of consumers who often purchase international flights. But do you really know where this data is coming from? And is purchasing data based on one segment alone the best strategy?