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.
This whitepaper will discuss topics such as:
- 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
