“Ok, Google. Mexican restaurants near me”

How often have we made our lives easier with just a click and a voice note? Very often, right? This is what POI data aims to do for people – delivering the right message at the right time to the right consumer. With businesses evolving every single day, unlocking the full potential of POI data has become the primary goal of every business. But is buying POI data accurate these days?

“Data is everywhere” quote can’t be more true. However, the point to note is that “good data cannot be everywhere.” In today’s data-centric world, buying accurate POI data and gleaning knowledge from good data is challenging. Inaccurate, bad, and unusable data flows around the internet like a gush of waves in the sea, and if used, can have a lasting impact on your business, from customer experience to profit and revenue.

According to research by Gartner, poor data quality costs a business about $15 million per year on average. This happens because poor POI data can waste marketing spend, misdirect offers, and lead to bad site or targeting decisions. It risks lost revenue, operational inefficiencies, and damage to customer trust.

In this post, we will discuss five major factors to consider before buying POI data and use them as a checklist to avoid falling into the bad data trap.

To continue reading, head to TechMedia Today, where this article was originally published.