Marketers today have many data sources available to them, giving them the option to tailor data sets based on their specific needs. Whether it’s for audience segmentation or business operations, it can be tempting to buy the biggest data set available. However, it’s important that marketers think twice before diving in, especially when it comes to location data. 

Large location data sets often include raw data that has not been normalized or verified, leading to potential integrity issues.

As such, it’s essential that marketers look for two key components before selecting a data set: data normalization and quality assurance.