Modern marketing technology presents challenges and opportunities for insights professionals. There are basic logistical challenges, such as preserving questionnaire space by procuring data elsewhere. There are more advanced technical and analytical challenges, like combining third party data sets with internal customer data to provide for deeper insights, or with other third party data sets. E.g., how many people in my quarterly brand tracker actually were served and/or clicked through on one of our digital advertising banner ads? This presentation centers on Verizon’s use case and challenges in doing these sorts of analyses, speaking to experiences and best practices for what has and hasn’t worked, and covering lessons learned in trying to manage the third party data landscape.