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PHOTO: rh2010 Earlier this month, we dove into what researchers found as one of the greatest data challenges for marketers this decade: distilling and activating the incredible amount of data to which they have access. Scott Brinker, author of the Chief Marketing Technologist blog, and Jason Baldwin, global head of product management of WPP, shared those insights in a report released in October, Martech 2030 (PDF). They said it’s one of the areas that will make marketers competitive in data this decade. The other we’ll explore today: The source of your data: its accuracy and freshness; its provenance and legal permissions as well as its exclusivity. “I think there s great data to be had out there,” Brinker told CMSWire. “But I think, first and foremost, companies should get the value out of the data that they already have, data that is at their doorsteps. Exclusivity — that is data that s flowing through your web properties, your communications

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