How to Align Data Suppliers

Garbage in, garbage out. It’s a universal rule. But the problem with marketing data analytics is not usually that the numbers are rubbish. More often it’s a question of the data being in the wrong form, inconsistent from one period to the next, aggregated when it should be raw, or simply not relevant to the activities you want to model. Time and effort spent specifying exactly what is needed is a key part of any investment in marketing effectiveness modelling. And if experience teaches us anything, it is that cutting corners or making unjustified assumptions at this early stage is likely to prove an expensive mistake in the long run.

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