As executives push their teams to tell them where they should spend their next dollar, they also want to hold or improve ROI/ROAS. That means that the team can only look at known channels, or must try to correlate performance in one channel or campaign with the new idea.
Further, how a typical organization requests and interprets what’s happening with their marketing campaigns leads to unclean data, making its way to the c-suite. The concept of “Bad Data” has many definitions, but in this whitepaper, we focus on data that has been misrepresented or misinterpreted and not on faulty collected data.
- How your data is showing correlation, not causation
- Why letting your team cherry-pick KPIs is not the right way to go
- Using paired metrics as a solution
- Reasons why the executives are the cause of bad data
- What you can do to make sure you always get clean data