In his talk, Joe will discuss the benefits of using and interpreting third party data for your marketing strategy. In today’s world, we have tremendous access to data. When leveraged in the right way, this information can be incredibly useful for marketers and business owners; it can help you pull together an informed picture of your customers or even help you benchmark success. Thing is, how do you know that the kinds of stats you find in surveys and news reports – or even data which you yourself have commissioned – can be trusted? After this session, you’ll leave with a checklist of actions to help you assess how to critically evaluate third party data and ensure that the stats you’re looking at are in anyway useful and meaningful.