For Gil Larsen, it’s about quality over quantity.

The VP, Americas, for global location-data company Blis says reams of data that don’t meet company standards often go in the virtual trashcan.

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“On any given day we throw out 50-to-70% of the GPS data [we collect] because it doesn’t meet the KPI of the campaign that we’re running,” says the VP from his office in New York. “So the scrutiny that we put on making sure we have the most accurate, high-quality data is a big piece of what we do.”

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