True, and for very important data you should have the expert in or owner of the data make sure it, or any derivative of the data, is correct. In ClickZ:
" ... Something as small as a single missing or broken tag can result in missing data. As a result, marketers need to really inspect data, rather than simply looking at the aggregated report.
With the seemingly unstoppable growth of advertising technology and the rise of automated media-buying systems, we have developed an incredible reliance on data. Nobody could be more excited than I am about all the interest and power being given to the massive amounts of data available to marketers today. However, we need to start paying the same level of attention to the quality of our data sources and collection systems. .."
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