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# In Big Data, It’s Hard To Tell Who’s Home
- URL: https://tvrev2beta2.ghost.io/in-big-data-its-hard-to-tell-whos-home/
- Published: 2022-10-26T15:34:39.000Z
- Updated: 2022-10-26T15:34:39.000Z
- Author: Eleanor Semeraro
- Tags: Truthset, Data Validation, big data, #sqs, #Import 2026-09-03 20:44, Data

A recent analysis from [Truthset](https://www.truthset.io/?ref=tvrev2beta2.ghost.io) revealed that family demographics, including marital status and whether or not children reside in a household, is often incorrect within big data sets.

- Only 40% of data sets accurately indicated the presence of children.
- While overall marital status is correct 63% of the time, “single” responses present accurately just 22% of the time.
- For a CPG brand running a $2 million TV ad campaign targeted at families on cable, that could mean as much as $1.2 million in wasted spend.

![](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/c47258c0-f077-46b3-abd3-d0a69527582e/truthset-family-data-tvrev-format-original.webp)