At a time when consumer behavior – and data – is wildly unpredictable, agencies and brands need tobring extra diligence to the process of creating ad audiences. In this podcast episode, GfK’s Natasha Stevens explores the promises and pitfalls of combining data from different sources. She defines the many unknowns that surround target creation in today’s marketplace, and tells how a multi-set approach can improve targetgfk.com accuracy exponentially – or dilute the value of high-quality data.