The data broker model is broken
If you’re a company looking for additional sources of information to fuel your data-driven initiatives, a data broker may seem like an attractive choice. They collect a wide variety of data from a range of online and offline sources, then aggregate it together and sell it to you in a convenient package.
The issue is that the incentives for data brokers and data buyers are misaligned. Data brokers want to sell as much data as possible to as many customers as possible, so they treat their customers all the same, sacrificing specificity and quality for a subpar product that satisfies only the lowest common denominator.
Under this model, buyers end up paying way too much for a lot of data of questionable quality that they don’t even need. They have to adapt their strategies to the data they’re given, rather than getting the specific data to fit their strategic needs.
A data-driven world requires a new approach
But in today’s data-driven world, winners and losers are determined by their ability to successfully leverage data to meet strategic goals. Using subpar, undifferentiated data will only lead to subpar, undifferentiated results.
But it doesn’t have to be this way.
A data commerce platform is the solution
A data commerce platform cuts out the data broker by connecting data users to data originators directly, and gives them the tools, automations, and workflows to make data transactions transparent, fast, and cost-effective.
